关键词: O2O电子商务, 实体声誉, 服务声誉, 信任模型, 价格偏离度

Abstract:

In recent years, with mobile communication technology and credible payment technology being mature, the O2O Ecommerce develops rapidly. Although reputation management is the solid foundation of trust relationships on both transaction sides, there are few researches on reputation management of O2O Ecommerce at present. Furthermore, the existing reputation management researches on P2P, B2C, C2C Ecommerce cannot reflect the features of O2O Ecommerce, and they are not suitable for O2O Ecommerce sellers to do reputation computation. Aiming at these problems, we propose a novel reputation computation model called ESRep for O2O Ecommerce sellers. We introduce the factors such as the running time of sellers, passenger flow, ratings from customers, transaction price deviation degree, and space length of both transaction sides into this model, so it can reflect the offline and online features of O2O Ecommerce. Simulation results show this model can effectively indicate the real reputation of O2O Ecommerce sellers, reduce the influence of hostile nodes' rating, and resist the reputation collusion action from hostile nodes.

Key words: O2O Ecommerce, entity reputation, service reputation, trust model, price deviation