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Evaluation Model of Buyers’ Dynamic Reputation in E-commerce
Yang Zhang,Tieying Liu,Ru Li,Zhenhai Wan 보안공학연구지원센터 2015 International Journal of Multimedia and Ubiquitous Vol.10 No.5
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.