Reputation Computation Model for Offline Service Merchants Based on the Running Information and Ratings

摘要

With the rapid development of wireless communication technology and mobile payment technology, the O2O e-commerce becomes very popular in the world. People can order services online using their smart-phone, and enjoy these services in the local brick-and-mortar service stores offline. However, with the population of O2O e-commerce, there also occur some problems such as service merchants exaggerate quality of their services, supply bad quality of services that doesn't meet their description on O2O platforms, colluding with some consumers to treat other honest consumers, so the reputation and credibility of offline merchants have gained considerable attentions. In this paper, we proposed a novel reputation model(SEREP) based the features of O2O e-commerce such as transaction number, rating time, running history of merchant, location distance between consumer and merchant and so on. The experimental results show that the SEREP reputation model can reflect the real reputation of merchants effectively, and can restrain the development of merchants who providing bad services or terrible services. The experimental results also show our SEREP model has the better ability in stand up to defaming attack while comparing with the eBay reputation system, and the CellTrust reputation system.