B2C中的信誉评级模型研究及探究.docVIP

B2C中的信誉评级模型研究 赵宏霞 杨皎平 摘要：通过对信誉评级累加模型进行分析，指出了该模型具有诚信激励效用递减现象，并且分析了该现象存在的内在机理及条件.然后，提出了三种解决措施，以便减轻甚至防止诚信激励效用递减现象。通过仿真，证实了它们的有效性。 关键词：电子商务；信誉系统；信誉评级模型；诚信激励效用递减 中图分类号TP391 A Study on Reputation Rating Model for B2C ZHAO Hong-xia YANG Jiao-ping Abstract：Through an analysis of accumulated reputation rating model, diminishing honesty incentive utility phenomenon in the model is proposed and the inner mechanism and conditions about the phenomenon is analyzed. Then, three measures on reduce and prevent the diminishing honesty incentive utility is proposed. The effectiveness of the methods is verifie