| 摘要: |
| 如何通过直观、简单和有效的评价方法,辅助消费者完成网上交易中的信任决策,已成为该领域需要面对和解决的一个基本问题.在信任云的基础上,提出一种基于云模型的主观信任量化评价方法.使用主观信任云的期望和超熵对信任客体信用度进行定量评价,进而设计一种信任变化云刻画信任客体信用度的变化情况,为进一步的信任决策提供依据.对实验数据的分析表明,该方法能够有效地支持信任主体的主观信任决策过程,对主观信任评价研究进行了有益的探索和尝试. |
| 关键词: 主观信任 云模型 信任决策 信任变化 |
| DOI： |
| 分类号: |
| 基金项目:Supported by the National Basic Research Program of China under Grant No.2007CB310803 (国家重点基础研究发展计划(973)) |
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| Evaluation Approach of Subjective Trust Based on Cloud Model |
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WANG Shou-Xin,ZHANG Li,LI He-Song
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| Abstract: |
| The trust decision-making is very important to people in Electronic Commerce transactions. The approaches that assist people to finish trust decision-making become a basic issue that researcher must face and solve imminently in the field. A new quantificational subjective trust evaluation approach based on the cloud model is presented. The expected value and hyper entropy of subjective cloud is used to evaluate the reputation of trust objects, and a trust change cloud model is designed to depict the reputation change style of trust objects in order to provide additional evidence. The result of simulating experiments shows the validity and effectiveness of this approach. |
| Key words: subjective trust cloud model trust decision-making trust change |
