https://scholars.lib.ntu.edu.tw/handle/123456789/105174
標題: | 電子市場合作式評分信賴機制 | 其他標題: | Collaborative Rating and Trust in e-Marketplaces | 作者: | 曹承礎 | 關鍵字: | 電子商務;電子市場;消費者對消費者;信賴;情境;主觀;合作式評分;人際網路;Electronic Commerce;Electronic Market;Consumer-to-Consumer;Trust;Context;Subjectivity;Collaborative Rating;Personal Network | 公開日期: | 2001 | 出版社: | 臺北市:國立臺灣大學資訊管理學系暨研究所 | 摘要: | 網際網路的特性,破除商業交易傳統上時間與地理的限制。但在開放式的環 境下,任何人都可加入市場,使用者往往不認識彼此,也因此信賴機制較難發展 與維護。在電子市場中無法親自看到產品,無法確保商品符合自己的需求,也無 從觀察交易對象的背景,彼此缺乏互信的基礎,因此電子商務將人流與物流、金 流分開的作法,增進了市場的效率,也帶來了新的風險。 因缺乏信賴而使交易風險增高的市場,以消費者對消費者電子市場為最。這 類市場只提供買方與賣方配對的功能,而不負責買方與賣方的可靠性,使用者必 須自己承擔交易的風險。在這類的電子市場中,主要的信賴議題有二:賣方對商 品的描述不實;賣方或買方不願遵守已簽訂的合約。 在網際網路中,已出現多種解決電子市場缺乏信賴的機制,本研究以「合作 式評分」機制為主,匯集市場上每個參與者對交易的回饋,讓每一次的交易資訊 能夠即時散佈給所有市場參與者,建構出一可靠性高的個人化評分機制。 本研究的評分機制目的有三:降低電子市場的使用者遭遇詐欺的機率;幫助 使用者找到符合需求的交易對象,因此需考慮使用者所處之情境以及其個人之主 觀偏好;系統應能有效地分類、儲存與組織呈現交易回饋資訊。 本研究提出的信賴機制,由兩套互補性的信賴機制組成,分別為合作式評分 信賴機制以及人際網路信賴機制。合作式評分機制的概念是來自「口碑」,愈多 人稱讚的人,應該愈好,此系統考慮到名聲是因情境而區分的,以及避免有意詐 欺的使用者不當提昇自己的名聲;而人際網路信賴機制則考慮主觀因素,透過朋 友的朋友或是同好推薦,可能比陌生人的推薦要可靠,將「口耳相傳」的動作加以自動化。 The Characteristics of Internet improve the transaction efficiency with the rapid, open and distributed networks. But in this open electronic market, the users often do not know each other, and the trust mechanism is difficult to develop and maintain. In addition, through the browser, the consumers can not watch or touch the products or even use on trial, it is not easy to make sure that the products are what we want. Therefore electronic commerce enhances the transaction efficiency, but also brings the new transaction risks. In the consumer-to-consumer (C2C) electronic markets, like eBay, the transaction risks are higher than the other markets, such as business-to-business (B2B) and business-to-consumer (B2C) markets. The C2C marketplaces act as the intermediaries providing the matching services among consumers. However, there is no guarantee that buyers or sellers are trustworthy. The users often take all transaction risks. There are two major issues of trusts in this kind of marketplaces: the descriptions of products by the seller can be misleading and sellers or buyers do not abide by the agreement. There are some mechanisms solving the above problems; they are escrow services, insurance, reviewers, and collaborative rating systems. This research is based on the collaborative rating mechanism, which is to gather and publish the feedback from all users in the marketplace in order to construct a reliable, personalized system. The goals of this research are: (1) Reduce the probability that users are being deceived, (2) Help buyers find satisfying products and sellers, and help seller find proper buyers easily, and (3) Provide an efficient platform for gathering, classifying, organizing, and representing the transaction information. |
URI: | http://ntur.lib.ntu.edu.tw//handle/246246/18824 | 其他識別: | 892416H002109 | Rights: | 國立臺灣大學資訊管理學系暨研究所 |
顯示於: | 資訊管理學系 |
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892416H002109.pdf | 134.81 kB | Adobe PDF | 檢視/開啟 |
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