电子商务信任机制的分析-管理科学与工程专业论文.docxVIP

南京航空航天大学硕士学位论文 电子商务信任机制的研究 I II 摘 要 随着网络通信和 Internet 的发展，电子商务的发展势头迅猛。由于电子商务具有经济、便 捷、不受时空限制等特性，故其发展潜力巨大。与此同时网络交易环境的匿名性和虚拟性，使 得在电子商务活动中欺骗行为时有发生，信任的缺乏成为阻碍电子商务发展的主要绊脚石之一。 因此建立电子商务信任机制是非常必要和有意义的。 首先，本文简要地介绍了国内外关于信任的研究状况，特别是在电子商务中存在的一些信 任问题。通过对相关文献的梳理，总结归纳了信任的形成以及影响电子商务信任因素，为本文 提出的电子商务信任机制奠定了理论基础。 其次，本文主要围绕电子商务信任机制的防止共谋、恶意欺诈和工作效率等方面展开的。 在前人的研究基础上，提出了基于上下文和评价反馈可信度模型，用于评估评价信息的可靠性 程度。在可信度模型的基础上，提出了一个基于声誉的信任机制。在该信任机制中，分别讨论 了服务能力、局部信任和全局信任的影响因素并给出计算规则。信任的计算是综合服务能力值、 局部信任值和全局信任值得出的。 最后，在对 Stanford 大学开发的 Query Cycle Simulator 进行二次开发的基础上，对本文提 出的信任机制进行模拟仿真实验。实验结果表明：针对各类恶意节点行为，本信任机制在各项 评估指标上与 EigenTrust 相比，均有明显提高。 关键词：电子商务，信任，信任模型，上下文，可信度  ABSTRACT With the development of network communications and Internet, E-commerce has developed rapidly. E-commerce has a huge development potential because of economic, convenient, free from the constraints of time and other characteristics of E-commerce. Meanwhile, cheating behavior appears frequently in E-commerce because of the anonymity and virtual character of E-commerce. The lack of trust in E-commerce has become the one of the main stumbling block which hinders the development of E-commerce. Therefore; it is necessary and meaningful to build trust mechanism of E-commerce. First, this paper introduces the status of the trust research home and abroad, especially some existing trust problems in E-commerce. Summarizing related papers and summing up the establishment and factors of trust in E-commerce. It is a foundation for the trust mechanism of E-commerce in this paper. Second, this paper focuses on preventing collusion, cheating and the efficiency mainly in E-commerce mechanism. Based on the previous research, this paper proposes credibility model which based on context and evaluation feedback. It is used to evaluate the reliability of assessment Information. Based on the credibility model we propose a reputation-based trust mechanism. We discuss the impact factors and give the calculation rules about service capacity and local reputation