论B2C电子商务信用所需要素外文中英文翻译.doc

外文翻译 原文 On Desideratum for B2C E?Commerce Reputation Systems Material Source: School of Computing and Information Technology,Universityof Wolverhampton,Wolverhamptonl wVl 1SB,U.K Author: Anna Gutowska,Andrew Sloane,and Kevan A.Buckley Abstract:This paper reviews existing approaches to reputation systems, their constraints as well as available solutions. Furthermore, it presents and evaluates novel and comprehensive reputation model devoted to the distributed reputation system for Business-to-ConsumerB2C E-commerce applications that overcomes the discussed drawbacks. The algorithm offers a comprehensive approach as it considers a number of issues that have a bearing on trust and reputation such as age of ratings, transaction value, credibility of referees, number of malicious incidents, collusion and unfair ratings. Moreover, it also extends the existing frameworks based on information about past behavior, with other aspects affection online trading decisions which relate to the characteristic of the providers, such as existence of trustmark seals, payment intermediaries, privacy statements, security/privacy strategies, purchase protection/insurance, alternative dispute resolutions as well as the existence of first party information Introduction The process of globalization creates new challenges and opportunities for companies by offering an access to new markets that were previously closed due to cost, regulations, etc. The adoption of the Internet, in particular Internet-enabled B2C E-business solutions, allows many Small and Medium EnterprisesSMEs to respond to these challenges and opportunities by extending the geographic reach of their operations. Very often, however, websites created for sales purposes are simple in design and functionality and therefore, do not arouse trust at first glance. Furthermore, in contrast to big brands which have already established their reputation in the online marketplaces, SMEs are unknown to many E-commerce customers.