基于信誉推荐的网络购物主观信誉模型分析-计算机工程与应用.PDFVIP

142 2017 ，53（19） Computer Engineering and Applications 计算机工程与应用 基于信誉推荐的网络购物主观信誉模型分析 用 杨 东，李 琦 应 YANG Dong, LI Qi 与 西安电子科技大学 经济与管理学院，西安 710071 程 School of Economics and Management, Xidian University, Xi ’an 710071, China g 工 r o YANG Dong, LI Qi. Subjective reputation model based on recommendation for online shopping. Computer Engi- . neering and Applications, 2017, 53 （19）：142-146. j 机 a 算 e Abstract: Aiming at the problem of trust between buyers and sellers in online shopping, the paper establishes the subjective c . reputation model based on recommendation. The model not only introduces objective factors such as transaction time, 计 w transaction amount and trust recommend credibility, but also introduces subjective factors such as the first impression. The simulation experiments based on Matlab show that the Zi→j model can guarantee transaction success rate of more w than 0.8 especially in large-scale deal, moreover it can better against malicious nodes （especially intermittent malicious w nodes ）of malicious behavior than other trust models, and it has high stability. Key words: online shopping; direct trust; recommend trust; trust recommend credibility; malicious node 摘 要：针对网络购物中买卖双方的信任问题，建立了基于信誉推荐的主观信誉模型。该模型不仅引入了交易时 Z 间、交易金额及信誉推荐可信度等客观因素，还引入了第一印象等主观因素。基于Matlab 的仿真实验表明， 模 i→j 型能保证交易成功率的成功率在0.8 以上，而