Research On Dynamic Recommendation Mechanism For Online Auction Trust Model Based On Complex Network

As a common price determination and resource allocation mechanism, the rapiddevelopment of e-commerce makes the online auction booming as a dynamic pricingmechanism. The changes of online auctions in the aspects of auction type,transactionmode and auction mechanisms makes many traditional companies also began usingonline auctions for transaction, and gradually achieve a shift from the aristocraticactivities to a civilians type activities, and into the daily lives of the people. However,with the popularity of online auction transactions, Lack of Honesty such as the varietyof fraud, phishing began to attract widespread attention, and greatly influenced theonline auction market healthy and orderly developed and the enthusiasm of traders onthe online auction. Therefore, it is reasonable to study the calculation of trustmanagement and trust in the online auction environment, and the scientific andeffective design of online auction trust computational model makes the onlineauctionsound and orderly develops of great significance.Based on the online auction research background and management of trustbetween trading partners,integratedly use the knowledge of the social network theorybased on the traditional trust,and compute the trust of the users of online auctiontransactions.First,summarized the characteristics of the online auction and thetheoretical studies,and at the same time summarized the shortcomings and thedeficiencies of the turst management of the online auction based on the managementof the online auction status.On the biasis of previous research,social network theory isapplied to the field of trust management of the online auction.Characteristics withonline auctions and social networks make the feedback rating of real transactionsbetween buyers and sellers a virtual turst network.Analysis the transfer of socialnetwork between traders,pointed out that by virtue of the transfer of the trustrelationship to determine the method of the potential transaction user trust.Finally,asthe deficiencies of the existing recommended trust model,combined with the specificcharacteristics of the online auctions and online trading,construct the trustedcomputing model based on the personalized recommendation. The set ofrecommendation trust weight and the trust model of chain potential transaction user achieved the potential transaction user trust personalized assessment.of Model andanalysize the transaction user’s trust relationship through the auction on Taobaoempirical research to verify the feasibility and effectiveness of the model, and putforward the corresponding recommendations.The main research findings are as follows:1Establish the turst network based on the online auction transactionsFirst of all,the thisis drew the conclution that the trust between the traders of theonline auction is a typical social network through the characteristics of the onlineauction.Second,built the model of trust network based on the feedback score by socialnetwork thesis,and proved that the trust model of online auction can restore thedynamic process of online auction transactions more effectively,what greatly reducethe difficulty of the study and control the risk of transaction effectively.Finally,merge the trust network path by recommendation trust information,whicheffectively avoid the distortion of the recommendation trust information in thepropagation of the turst path,and overcome the subjective and the difficulty of theexisting model in the path weight set.2Establish the model of turst evaluation based on the recommendationFound through the created online auction trust network,the transactions betweenusers of the online auction of trust relationship is not absolute.In the virtual socialnetwork,it can determine the potential user’s transaction trust by interpersonaldelivery.From the perspective of the recommendation,it can use the situationalsimilarity between the user and the trust similarity as the evaluation index,and providea new method to the unfamiliar users.3Verified the validity and feasibility of the model through the simulationexperimentsBuilt the network topology of the online auction trust network by ucinetsimulation software,and calculate the turst of unfamiliar users according to thenetwork delivery model.Personalized the assessment of the online auction trust basedon the social network according to the recommended information of the recommendusers.And provide a ne way of thinking for the users who find the integrity of tradingpartners,which promote the e-commerce develops orderly and healthy.