Computer Engineering & Science
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ZHU Wenqiang,ZHONG Yuansheng
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In recent years, with mobile communication technology and credible payment technology being mature, the O2O Ecommerce 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 Ecommerce at present. Furthermore, the existing reputation management researches on P2P, B2C, C2C Ecommerce cannot reflect the features of O2O Ecommerce, and they are not suitable for O2O Ecommerce sellers to do reputation computation. Aiming at these problems, we propose a novel reputation computation model called ESRep for O2O Ecommerce 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 Ecommerce. Simulation results show this model can effectively indicate the real reputation of O2O Ecommerce sellers, reduce the influence of hostile nodes' rating, and resist the reputation collusion action from hostile nodes.
Key words: O2O Ecommerce, entity reputation, service reputation, trust model, price deviation
ZHU Wenqiang,ZHONG Yuansheng.
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URL: http://joces.nudt.edu.cn/EN/
http://joces.nudt.edu.cn/EN/Y2016/V38/I12/2499