Research On Transaction Security Mechanism Design And Related Issues In C2C Online Auction

In recent years, the quick development of computing technology and internet service has brought the on-line auction, which is an important branch of e-commerce, a favorable and attractive prospect. As an emerging transaction way, it not only changed the existing transaction mode, but also broke through the bottleneck of geographical barriers. The arrival of on-line auction changes and influences our daily lives imperceptibly but greatly. Meanwhile, as a double-edged sword, it brings problems as well as convenience to us. The anonymity, openness, the space-time separability features means that users cannot finish the transaction face to face in most cases, which may lead to trust deficit. Consumers suffered cheat frequently, making the trust issue more and more serious. Lack of online reputation continue to be one of the most important factors to hinder the development of online auctions, which attract focus attentions and discusstions from scholars both in the theory and in practice. In a view, it is significant to design a security mechanism for on-line auction in the framework of C2C environment.Based on the research of journals, books, conference papers, reports and other relevant materials home and abroad, this paper reviews relevant theories, Empirical Research and practice of on-line auction, analyze various auction model established in recent years, elaborate the classification of online auctions with a view to demonstrate the importance of establishing a security C2C auction transaction mechanism. Second, the anonymity and uncertainty of online auction has made on-line fraud increased gradually, which highlights the necessity and importance to establish a good on-line auction model. In this paper,we try to summarize and analyze the previous researches and models, discusse the problems of models used by current auction websites, list several improved trust computing models, inter alia, Sociological Theory-Based Trust model, Statistics-Based Trust model, Probabilistic-Based Trust model, Uncertainty Theory-Based Trust model, Semantic-Based Trust model as well as Gird-Based Trust model. After analyzing the advantages and disadvantages of typical models mentioned above, we also present the development of trust model in future.Based on the analysis above, this paper achieved certain results in the following research: (1) In order to improve the designing of online auction security mechanisms under C2C environment, this paper takes game theory for reference, analyze the influences of the variability of fraud behavior, compliance behavior, auction protection behavior and reputation feedback behavior. It provides the necessary references to the healthy development of e-commerce.(2) To address the problem of Fraud Behavior in Online Auction, this paper uses the training data from original customer transaction database, and the characteristics of Shill Bidding from the practice. Then it take out Shill Bidding from the ordinary bidding Behavior by means of the Decision Tree Induce. This methord could operate easily. The analysis results are intuitive, representative and could effectively deter fraud behavior, thus to provide essential theoretical basis for the design of online security mechanisms.(3) To address the problem of user reputation evaluation in Online Auction, a comprehensive trust model is proposed. Referencing to various activities of online auctioneers and bidders, the model divide the participants into bidder, auctioneer and the third party/auction websites, then have a comprehensive review of the factors on trust evaluation separately, such as recent credibility, auctioned object assessment, behavior analysis and etc. Since the trust assessment by integrative view of multi-roles could greatly reduce the influence of interference factors, the proposed approach can enhance the accuracy, effectiveness and integrity of reputation evaluation.(4) To solve the problems of lackingof reputation management and computing, this paper design a comprehensive trust model in online auctions based on trust paths. Learinging lessons from current model, the model we proposed try to solve the problems of no-standard, no-view, no-prevention etc. in the trust computation, finally to calculate the users’trust via trust path degree. This model reviewed the users’reputation comprehensively and multidimensionally, adopted the fraud prevention mechanism with a view to reduce the influence of fraud behavior at most, thus to improve trust computation accuratcy.(5) Based on the research of security mechanism designing of on-line auction under C2C, we introduced the security characteristics of the online auction, then review e-commerce study under C2C. With the development of computer and network technology, e-commerce has become increasingly prosperous. As a part of it, online auction emerge quickly. We try to analyze the business and institute relations from the perspective of on-line auction structure, and then design a safe, reasonable transaction security strategy for online auction. In a word, we try to cover the shortage of security mechanisms of on-line auction and provide both a theoretical and technical condition to the mechanism design.