电子商务环境下基于Multi-Agent的B2B信任评价模型研究

电子商务的发展为企业的合作提供了机遇,同时也带来了诸多挑战。企业在合作过程中表现出了许多问题,例如信任的缺失,缺乏可以合理全面测量企业信任度的方法等。本文运用Multi-agent技术,建立了结合企业基本信息的声誉评价Agent和结合特定交易信息的单次交易评价Agent的信任评价指标体系,并在此基础上构建了基于Multi-agent的B2B信任评价模型,最后进行了仿真实验。论文的研究对于企业在电子商务环境下选择合适的合作伙伴,解决合作中的信任问题,适应电子商务发展的需要具有一定的意义。

Research on the B2B Trust Evaluation Model Based on Multi-Agent under the E-Commerce Environment

The development of e-commerce has brought many opportunities to business cooperation. In the process of cooperation there exist some problems, such as the lack of trust between enterprises and lack of reasonable comprehensive measuring method of enterprise credibility. This paper takes the commercial enterprises in B2B market as the research object, combines with the Multi-agent artificial intelligence technology, establishes a trust evaluation index system of reputation rating Agent with the basic information of the enterprise and single transaction Agent with specific transaction information, builds a trust evaluation model based on Multi-agent and carries out the simulation experiment at last. The research conducted by this paper will help enterprises select the appropriate partners, solve trust issues in business cooperation and adapt to the needs of the development of e-commerce.