期刊名称：International Journal of Multimedia and Ubiquitous Engineering
印刷版ISSN：1975-0080
出版年度：2015
卷号：10
期号：5
页码：53-64
DOI：10.14257/ijmue.2015.10.5.07
出版社：SERSC
摘要：Members in electronic commerce often have no information about each other, thus, trust is one of the most important aspects in online transaction. In order to accurately display the buyers' trustworthiness. This paper constructs a mean model to compute reputation of buyers. The model is based on two aspects, successful trading and returned goods. We introduce two adaptive trust factors, transaction value factor and return rate factor, to improve the feedback rates of sellers. Contrasting reputation based solely on feedback from sellers, the reputation of buyers is eventually represented by a three- dimensional array in our model. Simulation experiments evaluated different buyers and a buyer's different period dynamic reputation. Compared with existing rating models, this model is more effective and can increase the ability to resist fraud.
关键词：C2C e-commerce; buyers' reputation; mean model; return rate factor
