摘要
将用户间的不信任度作为负向权重融入用户信任度量中,综合考虑用户由局部交互产生的信任度和在全局树立的信任度构建社交电商用户信任评估模型,并运用熵权法计算局部信任和全局信任对社交电商用户信任的影响程度。实验结果表明,通过引入不信任关系改进用户信任评估模型,能够有效提高信任度量结果的准确性和客观性;相对于体现用户声誉的全局信任,代表用户主观判断的局部信任对用户间信任度的提升具有较大的影响。
At present,widespread false information proliferation and malicious recommendation and other dis⁃honest behaviors have seriously affected the effectiveness and accuracy of information obtained by users.Predicting and evaluating the credibility of users can effectively identify reliable information sources.Considering the distrust relationship between users and its negative influence in the process of trust transmission,we calculate the distrust degree between users and integrate it into the user trust measurement as a negative weight,comprehensively consid⁃ering the users’trust generated by local interaction and the trust established in the overall situation to construct a social e-commerce user trust evaluation model,and use the entropy method to calculate the degree of influence of lo⁃cal trust and overall trust on social e-commerce user trust.The experimental results show that improving the user trust evaluation model by introducing distrust relationships can effectively improve the accuracy and objectivity of the trust measurement results;compared with the overall trust that reflects the user reputation,the local trust that represents the user’s subjective judgment has a greater impact on the improvement of trust between users.The re⁃search conclusions can provide references for trust-based recommendation methods.
作者
巩永华
贺佳秀
GONG Yong-hua;HE Jia-xiu
出处
《经济论坛》
2021年第5期133-141,共9页
Economic Forum
基金
南京邮电大学自然科学基金项目“多源影响因素下的社交电商消费者信任预测与更新研究”(NY220044)
江苏省普通高校研究生科研创新计划“基于社交综合信任和商品流行度的推荐模型研究”(KYCX20_0841)。
