电子商务环境下基于 Multi-Agent 的B2B 信任评价模型研究

摘要

电子商务的发展为企业的合作提供了机遇，同时也带来了诸多挑战。企业在合作过程中表现出了许多问题，例如信任的缺失，缺乏可以合理全面测量企业信任度的方法等。本文运用Multi-agent技术，建立了结合企业基本信息的声誉评价Agent和结合特定交易信息的单次交易评价Agent的信任评价指标体系，并在此基础上构建了基于Multi-agent的B2B信任评价模型，最后进行了仿真实验。论文的研究对于企业在电子商务环境下选择合适的合作伙伴，解决合作中的信任问题，适应电子商务发展的需要具有一定的意义。%The development of e-commerce has brought many opportunities to business cooperation .In the process of cooperation there exist some problems , such as the lack of trust between enterprises and lack of reasonable comprehensive measuring method of enterprise credibility .This paper takes the commercial enterprises in B 2 B market as the research object , combines with the Multi-agent artificial intelligence technology , establishes a trust evaluation index system of reputation rating Agent with the basic information of the enterprise and single transac -tion Agent with specific transaction information , builds a trust evaluation model based on Multi-agent and carries out the simulation experiment at last .The research conducted by this paper will help enterprises select the appro-priate partners , solve trust issues in business cooperation and adapt to the needs of the development of e-com-merce.