Construction and Optimization of Trust Network in E-Commerce Environment
Construction and Optimization of Trust Network in E-Commerce Environment
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发表时间：
2012
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通讯作者：
Gan Zao
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作者：
Gan Zao
在电子商务系统中，交易主体之间的信任关系如同传统商务环境中的社会关系一样非常复杂。信任评估涉及交易量、交易时间、购买者的收益、对信任风险的态度等多种因素，因此很难进行定量和准确的计算。为了探索信任关系的本质特征，根据人类对社会的认知方式和行为，定义了信任和信任关系的一些概念，并提出了基于信任网络的形式化描述模型。考虑到信誉传播规律，本文提出了一种基于信任网络的形式化描述模型，并在此基础上提出了一种基于信任网络的形式化描述模型。在此基础上，提出了一种基于信任网络的信任关系形式化描述模型提出了能够有效简化复杂网络关系的信任网络优化算法，最后给出了一个信任网络的可视化生成工具，实际应用实例表明，形式化描述模型和优化算法能够直观地展现电子商务系统中复杂的信任关系，降低了信任计算算法的复杂度，为研究信任传播机制和信任评估模型奠定了理论基础。
In e-commerce systems,the trust relationships between transaction entities are very complex as the social relationships in the traditional business environment.The trust evaluation is concerned with many factors,such as the volume of transactions,the trading time,the revenue of buyers,the attitude to trust risk,and so on.Therefore,it is very hard to be computed quantitatively and accurately.In order to explore the essential features of the trust relationships,some concepts of trust and trust relationships are defined in terms of human cognitive methods and behaviors in society.Also,this paper presents a formal description model based on the trust network.Considering to the reputation propagation discipline,this paper proposes optimization algorithms for the trust network which can effectively simplify the complex network relationship.Finally,a visual generation tool for the trust network is given.The practical application example shows that the formal description model and the optimization algorithms can intuitively show the complex trust relationships in e-commerce systems,reduce the complexity of trust computing algorithm,and build the theoretical principle for studying on trust propagation mechanism and trust evaluation model.