Reputation Mechanism Model Research Based On The Trusted Third-party Recommendation

In recent years, honesty deficiency phenomenon of the transactions one-commerce network occurs very frequently. It discouraged people ’s enthusiasm fore-commerce transactions to a certain extent. And it becomes a bottleneck in thedevelopment of e-commerce economy. Facing honesty deficiency phenomenon of thee-commerce transactions, this paper is based on kinds of theories and models ofreputation and analyzes the advantages and disadvantages of Centralized reputationsystem, distributed reputation systems and third-party recommendation systemsexisted. According to the analysis above and the profiles information management inthe real social life and process in personal social interaction, a reputation mechanismmodel based on the trusted third-party recommendation is put forward to deal with thephenomenon of honesty deficiency in this paper.In this paper, the improvements comes from the following three aspects:1) Itestablished differently a global reputation information model, reputation mechanismmodel based on the trusted third-party recommendation and the reputation supportingmechanisms model, retained and perfected the improvements of the models in orderto improve reliability and operability of the reputation model.2) The globalinformation of credibility model maintained the advantages of centralized credibilitymodel in the establishment and the renew of the initial information. Its creationprocess is similar to process of the creation and renew of the personal profile. Thus,the model is not only independent and complementary, but also improves thereliability and operability of e-commerce credibility model.3) The reputation modelbased on the trusted third-party reputation in this paper is based on the existed creditmodels, and is similar to the process in personal social interaction. In the process,people make any decision according to the information of their head relation to their surroundings. The reputation and recommendation information is stored in the localnode. It not only reduced the mixed trouble of the amount of information, but alsoavoided honesty deficiency of the partnership fraud in the process of e-commercetransactions.