上下文属性感知的电子商务信任模型
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摘要
电子商务实体的信任涉及交易额、交易发生时间、实体参与交易的活跃度等诸多因素.针对电子商务环境的信任评价,大多数基于声誉的信任评价模型是单维度的,只根据单一的交易属性对历史交易给出粗粒度的评价.文章提出了一种基于交易上下文属性的多维度信任模型,结合考虑时间衰减因素、交易额影响和交易次数给出实体交互信任度量方法,利用实体活动相似度计算信任推荐实体的可信程度,综合直接信任和推荐信任来对电子商务交易实体进行信任评估.实例分析表明,模型较好地体现了交易上下文属性对信任计算的影响,增强了信任模型在交易上下文属性上的敏感性.
In e-commerce systems,the trust relationship between transaction entities is concerned with many factors,such as the amount of transaction,the trading time,the entity participation activity. For the e-commerce environment,most of existing reputation-based trust models are one-dimensional,which give coarse-gained evaluation based on single transaction factor. A multi-dimensional trust model is presented based on the transaction context factors in this paper. In this model,the direct trust of interactive entities is estimated by integrating the time-decay factor,the transaction amount and the participation frequency,the trustworthiness of recommendation feedback is calculated by measuring similarity of entity's activities,and the trust of e-commerce entities is evaluated by combing direct trust and the recommendation trust. The practical example analysis shows that the proposed model can effectively explain the effect of the transaction context factors on the entity trust,and can improve the trust sensitivity to the transaction context factors.
In e-commerce systems,the trust relationship between transaction entities is concerned with many factors,such as the amount of transaction,the trading time,the entity participation activity. For the e-commerce environment,most of existing reputation-based trust models are one-dimensional,which give coarse-gained evaluation based on single transaction factor. A multi-dimensional trust model is presented based on the transaction context factors in this paper. In this model,the direct trust of interactive entities is estimated by integrating the time-decay factor,the transaction amount and the participation frequency,the trustworthiness of recommendation feedback is calculated by measuring similarity of entity's activities,and the trust of e-commerce entities is evaluated by combing direct trust and the recommendation trust. The practical example analysis shows that the proposed model can effectively explain the effect of the transaction context factors on the entity trust,and can improve the trust sensitivity to the transaction context factors.
引文
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[11]Tian Chun-qi,Zou Shi-hong,Tian Hui-rong,et al.A new trust model based on reputation and risk evaluation for P2P netw orks[J].Journal of Electronics&Information Technology,2007,29(7):1628-1632.
[12]Li Xiao-yong,Gui Xiao-lin.Trust quantitative model with multiple decision factors in trusted netw ork[J].Chinese Journal of Computers,2009,32(3):405-415.
[13]Gan Zao-bin,Zeng Can,Li Kai,et al.Construction and optimization of trust netw ork in e-commerce environment[J].Chinese Journal of Computers,2012,35(1):28-30.
[14]Li Qiao,He Hui,Fang Bin-xing,et al.Awareness of the network group anomalous behaviors based on netw ork trust[J].Chinese Journal of Computers,2014,37(1):1-14.
[15]Su Zhi-yuan,Li Ming-chu,Fan Xin-xin,et al.LT_Trust:a trust management model based on hybrid strategy[J].Journal of Chinese Computer System,2014,35(7):1464-1469.
[11]田春岐,邹仕洪,田慧蓉,等.一种基于信誉和风险评价的分布式P2P信任模型[J].电子与信息学报,2007,29(7):1628-1632.
[12]李小勇,桂小林.可信网络中基于多维决策属性的信任量化模型[J].计算机学报,2009,32(3):405-415.
[13]甘早斌,曾灿,李开,等.电子商务下的信任网络构造与优化[J].计算机学报,2012,35(1):28-30.
[14]李乔,何慧,方滨兴,等.基于信任的网络群体异常行为发现[J].计算机学报,2014,37(1):1-14.
[15]苏志远,李明楚,范鑫鑫,等.LT_Trust_一种混合策略下的信任管理模型[J].小型微型计算机系统,2014,35(7):1464-1469.
[2]Blaze M,Feigenbaum J,Lacy J.Decentralized trust management[C].Proceedings of the 17th Symposium on Security and Privacy,IEEE Computer Society Press,1996:164-173.
[3]Beth T,Borcherding M,Klein B.Valuation of trust in open network[C].Proceedings of the European Symposium on Research in Security(ESORICS),Springer-verlag,1994:3-18.
[4]Jsang A,Ismail R,Boyd C.A survey of trust and reputation systems for online service provision[J].Decision Support Systems,2007,43(2):618-644.
[5]Jsang A,Knapskog S J.A metric for trusted systems[C].Global IT Security[M].Austrian Computer Society,1998:541-549.
[6]Kamvar S.The Eigen Trust algorithm for reputation management in P2P netw orks[C].Proceedings of the 12th International World Wide Web Conference,2003:640-651.
[7]Zhou R F,Kai H W.Power Trust:a robust and scalable reputation system for trusted peer-to-peer computing[J].IEEE Transaction on Parallel and Distributed Systems,2007,18(4):460-473.
[8]Su Z,Liu L,Li M,et al.Service Trust:trust management in service provision netw orks[C].Proceedings of 10th International Conference on Services Computing,2013:272-279.
[9]Xiong L,Liu L.Peer Trust:Supporting reputation-based trust for peer-to-peer electronic communities[J].IEEE Transactions on Know ledge Data Engineering,2004,16(7):843-857.
[10]Huynh T D,Jennings N R,Shadbolt N R.An integrated trust and reputation model for open multi-agent systems[J].Autonomous Agents and M ulti-agent Systems,2006,13(2):119-154.
[11]Tian Chun-qi,Zou Shi-hong,Tian Hui-rong,et al.A new trust model based on reputation and risk evaluation for P2P netw orks[J].Journal of Electronics&Information Technology,2007,29(7):1628-1632.
[12]Li Xiao-yong,Gui Xiao-lin.Trust quantitative model with multiple decision factors in trusted netw ork[J].Chinese Journal of Computers,2009,32(3):405-415.
[13]Gan Zao-bin,Zeng Can,Li Kai,et al.Construction and optimization of trust netw ork in e-commerce environment[J].Chinese Journal of Computers,2012,35(1):28-30.
[14]Li Qiao,He Hui,Fang Bin-xing,et al.Awareness of the network group anomalous behaviors based on netw ork trust[J].Chinese Journal of Computers,2014,37(1):1-14.
[15]Su Zhi-yuan,Li Ming-chu,Fan Xin-xin,et al.LT_Trust:a trust management model based on hybrid strategy[J].Journal of Chinese Computer System,2014,35(7):1464-1469.
[11]田春岐,邹仕洪,田慧蓉,等.一种基于信誉和风险评价的分布式P2P信任模型[J].电子与信息学报,2007,29(7):1628-1632.
[12]李小勇,桂小林.可信网络中基于多维决策属性的信任量化模型[J].计算机学报,2009,32(3):405-415.
[13]甘早斌,曾灿,李开,等.电子商务下的信任网络构造与优化[J].计算机学报,2012,35(1):28-30.
[14]李乔,何慧,方滨兴,等.基于信任的网络群体异常行为发现[J].计算机学报,2014,37(1):1-14.
[15]苏志远,李明楚,范鑫鑫,等.LT_Trust_一种混合策略下的信任管理模型[J].小型微型计算机系统,2014,35(7):1464-1469.