The Study On Reputation Evaluation Model Of Electronic Commerce

The rapid development of e-commerce has brought great convenience to people’s life,through the Internet and modern logistics, the foot can be the homes of people buying all kindsof goods coming from all over the country. Then with the development of e-commerce alsobrings many online transaction security questions. As a result of the trading informationasymmetry, the security of online transactions, online trading user anonymity, cause onlinetrading fraud occurred frequently. If improve the trust of e-commerce transactions havebecome the urgent problems in the development of electronic commerce. Trust mechanism andreputation evaluation model in promoting trade both parties trade honestly, improve thesuccess rate, has played a very important role.Current use e-commerce transactions of reputation evaluation system generally adopts themodel of simple sum or average users come to the reputation evaluation, lack of other factorsto consider, such as transaction amount, transaction time, evaluators credibility factors toconsider. Separately in this paper, under the premise of the existing research both at home andabroad, research on the credibility of buyers and sellers, considering various factors that affectthe transaction, the credit evaluation model based on penalty factor is put forward.On this basis, the trading behavior modeling for e-commerce user, select the appropriatesimulation software, simulation of different types of transaction user behavior. Simulationresults in different scales, a malicious user different types of users in the credibility of theproposed model and classic benchmark model calculation model, it is concluded that thecredibility of the changes in the change of the error value of TCE and trust. To observation thepros and cons of different credit evaluation model.Verified through the experiment, in this paper, the credibility of the evaluation model canbetter identify malicious users, users against malicious users to denigrate and helping behavior.Comprehensive reputation evaluation can more truly response the user’s trust. According to therelevant conclusions and puts forward some suggestions of improve the success rate ofe-commerce transactions.