一种结合客观风险的电子商务交易评估模型

摘要

提出一种将主观信任和客观风险相结合的电子商务交易评估模型.综合信任度和风险度得到交易可接受度,将其作为节点是否进行交易的决策依据,融合影响节点交易的主客观因素,以提高节点行为判断的准确性,并避免恶意节点的攻击.实验结果表明,该模型可以有效提高网络交易决策的安全性.%This paper proposes a novel electronic commerce evaluation model combined with subjective trust factor and objective risk factor. The model synthesizes trust and risk to acquire the acceptable extent which is used to decide whether bargain or not. This new model gives full consideration to subjective and objective factors that affect trading process, which can improve the accuracy of decision-making, and prevent attacks of malicious entities effectively. Experimental results show that the new electronic commerce evaluation model can effectively improve the security of making online trade.