Research On Service Reputation Based On Double-Side Evaluation

Service reputation is the comprehensive trust among users and services.Fair service reputation can help users establish trust relationship with services.Further,it can promote the development of service ecosystem.Researchers build reputation system through user ratings to obtain service reputation,reduce information mismatch among users and services,improve users' trust of the service ecosystem,and assist users in decision-making.However,due to the spontaneity of user ratings,there are three problems that can't be ignored in when obtaining service reputation through reputation system,namely,sparse rating data,malicious user content and difficulty in choosing method to get calculating service reputation.This paper proposes a method of obtaining service reputation based on user-service double-side evaluation.Firstly,this paper proposes a dynamic incentive mechanism based on user rating quality.It will adjust the incentive of users' rating according to the quantity and quality of users' rating.Secondly,in the context of X as a service(Xaa S),this paper builds a service evaluation mechanism considering the cognitive ability of service to improve the accuracy of user feedback.The evaluation of service is composed of objective and subjective evaluation.objective evaluation is decided by user behavior and service running state while subjective evaluation is decided by user evaluation;Thirdly,based on Chernoff bound,we calculate the minimum number of users before obtaining service reputation.Meanwhile,we use the quality evaluation method in crowdsourcing for reference and calculate the service reputation using EM algorithm while user reputation is taken as weight.The simulation results show that the proposed method can increase the number of user comments through user incentive mechanism,reduce the proportion of malicious users with double-side evaluation,and thus improving the credibility and accuracy of service reputation.The proposed method can enhance the trust of users to the service ecosystem and promote development of the service ecosystem.