The data transaction reputation evaluation model based on evaluation entity

Aiming at the problem of imprecise reputation evaluation caused by too much subjective and qualitative evaluation of the traditional reputation evaluation model in data transactions, An Evaluation Entity-Based Reputation Evaluation model (EEBRE) is proposed. In order to realize multi-dimensional reputation evaluation, the structure of the evaluation entity is proposed to dynamically obtain the reputation data of the trading parties; a reputation evaluation assembly method combining objective indicators and feedback rating indicators is proposed, which replaces the qualitative scoring of data set quality indicators with quantitative scoring, introduces the static individual information indicators as well as transaction context attribute indicators, such as transaction amount, time, etc., and retains the qualitative evaluation of the feedback ratings to provide an interactive experience feedback pathway for the data requesting party. The experimental results show that the EEBRE model proposed in this paper can safely and effectively evaluate the seller’s reputation.