Abstract:In order to enhance the objectivity and accuracy of reputation value in e-commerce, the algorithm for eliminating differences of users' subjective evaluation is designed by using trust translation. Then a dynamic e-commerce reputation management model is also constructed. Finally, the results of experiments demonstrate the accuracy and validity of this algorithm,and the direction for future research is pointed out.
李慧, 刘东苏. 消除用户主观评价差异的电子商务信誉模型[J]. 现代图书情报技术, 2012, 28(2): 48-52.
Li Hui, Liu Dongsu. E-Commerce Reputation Model Based on Elimination Differences of User Subjective Evaluation. New Technology of Library and Information Service, 2012, 28(2): 48-52.
[1] 淘宝 [EB/OL]. [2011-11-01]. http://www.taobao.com/. (TaoBao [EB/OL]. [2011-11-01]. http://www.taobao.com/.)[2] eBay [EB/OL]. [2011-11-01]. http://www.ebay.com/.[3] Epinions [EB/OL]. [2011-11-01]. http://www.epinions.com/.[4] Marsh S P. Formalising Trust as a Computational Concept[D]. Scotland :University of Stirling,1994.[5] Jøsang A, Ismail R. The Beta Reputation System[C]. In: Proceedings of the 15th Bled Conference on Electronic Commerce. Slovenia:University of Mariber, 2002:1-14.[6] Chang B J, Kuo S L. Markov Chain Trust Model for Trust-Value Analysis and Key Management in Distributed Multicast MANETs[J]. IEEE Transactions on Vehicular Technology,2009,58(4):1846-1863.[7] Caverlee J, Lir L, Webb S. The SocialTrust Framework for Trusted Social Information Management: Architecture and Algorithms[J]. Information Sciences,2010,180(1):95-112.[8] 甘早斌,丁倩,李开,等. 基于声誉的多维度信任计算算法[J]. 软件学报 , 2011,22(10):2401-2411. (Gan Zaobin,Ding Qian,Li Kai,et al. Reputation-based Multi-Dimensional Trust Algorithm[J]. Journal of Software, 2011,22(10):2401-2411.)[9] Tajeddine A, Kayysi A I, Chehab A,et al. Fuzzy Reputation-based Trust Model[J]. Applied Soft Computing,2011,11 (1):345-355.[10] 王守信,张莉,李鹤松. 一种基于云模型的主观信任评价方法[J]. 软件学报 ,2010,21(6):1341-1352.(Wang Shouxin, Zhang Li, Li Hesong. Evaluation Approach of Subjective Trust Based on Cloud Model[J]. Journal of Software, 2010,21(6):1341-1352.)[11] Hasan O,Brunie L, Pierson J M,et al. Elimination of Subjectivity from Trust Recommendation[C]. In: Proceedings of the 3rd IFIP International Conference on Trust Management.Berlin:Springer-Verlag, 2009:65-80.[12] Hasan O,Pierson J M,Brunie L.Access Control in Ubiquitous Environments Based on Subjectivity Eliminated Trust Propagation[C]. In:Proceedings of the 3rd International Symposium on Trust .Washington:IEEE-CS, 2008:603-609.[13] Du R, Zhao P. Subjective Trust Evaluation Model Based on Preferences[C]. In:Proceedings of the International Conference on Computer Science, Environment and Ecoinformatics.Berlin:Springer-Verlag, 2011:466-472.[14] Lewis H. Using DEA Factor Efficiency Scores to Eliminate Subjectivity in Goal Programming[J/OL].Advances in Operation Rsearch,2011,Article ID 259439. [2011-10-28].http://www.hindawi.com/journals/aor/2011/259439/.[15] Honderich T. The Oxford Companion to Philosophy[M]. New York :Oxford University Press,2005.