从评价网络提升信任启动的准确度.docVIP

从评价网络提升信任启动的准确度 　　摘要：为了减少电子商务平台中商品只有很少用户评价时评估商品信任值容易受到不公正、恶意评价的影响，提出一种基于评价网络评估评价可信度的信任启动方法。评价的可信度通过评估评价者对其他商品的评价得出，与评价者评价的数量、金额以及被评价商品的价格等因素有关。无评价商品的信任值来源于商品所在的商铺和商品的申明属性。当商品的评价具有足够高的可信度时，它的信任值就由足够可信的评价决定，否则部分由评价决定或按无评价的商品处理。计算、分析和测试结果表明提出的从评价网络评估评价信任度的方法同常规方法、k均值聚类方法相比产生的误差小而且对恶意评价比率不敏感，能有助于用户从电子商务平台选择值得信赖的上架初期的商品。 　　关键词：信任；声誉；评价网络；信任启动；电子商务 　　中图分类号：TP393.08 　　文献标志码：A 　　Abstract： 　　To reduce the influence of evaluating trust of a commodity may be affected easily by unfair and malicious rates when the commodity has only few rates on ecommerce platform， a trust bootstrapping method based on assessing the credibility of the rate was presented. The credibility of a rate was got through evaluating the rates for other commodities and related to the factors of the number of rates by the rater， the raters transaction amount and the price of the rated commodity. The trust value of a commodity without a rate was derived from the shop to which this commodity belonged and the declared attributes of this commodity. The trust value of a commodity which owned rates with sufficient high credibility was determined by these rates with high credibility. Otherwise the trust value was determined partly by rates or was processed according to a commodity without a rate. Calculation， analysis and experimental results show that this presented method， evaluating the credibility of a rate by its rating network， compared with the conventional method and kmeans clustering method， has the smallest error and is not sensitive to the ratio of malicious rates. This method can help users select reliable commodities sold at the initial stage on ecommerce platforms. 　　Key words： trust； reputation； rating network； trust bootstrapping； ecommerce 　　0引言 　　在开放的互网络环境中，电子商务具有匿名、动态等特征。由于交易双方互不相识，在买家收到货物之前也无法看到实际的货物，欺诈、质量等问题已成为电子商务健康发展的瓶颈。传统的信息安全措施如密码、授权及访问控制等手段主要用于控制用户（买方）行为，而对于买方关注的商品相关的质量、商铺服务水平等问题却难以发挥作用。可喜的是利用信任（或声誉）机制[1]可以鉴定卖方值得信任的程度，降低买方在电子商务中的风险，信任机制是利用用户购买商品后对商品相关的评价来预测商品值得信赖的程度。目前针对信任机制的