C2C电子社区成员信誉值的计算模型研究

信任问题是关系C2C社区发展的主要因素之一.通过交易后相互评分,计算C2C社区成员信誉值并为潜在交易提供指导是建立社区信任的一种方法.通过在Sporas模型的基础上增加交易量、交易次数等变量和引入惩罚因子,提出了一种改进的C2C社区成员信誉值计算模型(E-Sporas),并针对信誉诋毁、信誉共谋这2类恶意行为设计仿真实验,检验模型的应用效果,从而为建立在线信誉系统提供一定的借鉴作用.

Modeling for Reputation Computing in C2C Communities

Trust is a main factor of the development of C2C communities.Based on scores rated by buyers and sellers after transactions,computing reputation is a way to build trust in C2C community.This paper proposes an improved reputation computing model(E-Sporas).The results of simulations indicate that E-Sporas has better effects,confronted with fraud behavior,such as reputation slander,reputation collusion.The study gives directions for the development of online reputation system.