Research Of E-commerce Trust Problem Based On Expanded Subjective Logic

This paper carries out research on e-commerce trust problems which include that it is difficult to establish the trust relationship、the computing trust value is imprecise、the weight for the scientific and rational allocation of the influences of various factors on trust and the security and reliability problem of e-commerce transaction environment(Internet) and tools(software) etc. In this paper, J?sang’s subjective logic theory is improved and expanded. On this basis, we proposed an e-commerce trust model based on expanded subjective logic; a flexible dynamic weight decision scheme and a software trustworthiness evaluation model based on subjective logic. The main work includes:In J?sang’s subjective logic, the consensus operator will have unreasonable results when the evidence with high conflict; the base rate(a) and non-informative prior weight(C) are fixed value and could not change dynamically. This paper proposed a dynamic subjective logic model that expand and rich the theory of J?sang’s subjective logic. The model improved the evidence mapping operator, disconting operator and fusion operator. Considering the effect of time on evidence, we improve the mapping operator of evidence to opinion in the original subjective logic model. It makes the results more credible. The new fusion operator meets the commutative and associative. To recommend trust opinion in application, make it more reasonable. A strict mathematical proof is given. Through the establishment of a cartesian coordinate system and using line / curve fitting algorithm to outline the dynamic track of the opinion, it can more intuitively observe the change and development tendency of the opinions in different observation periods. At the same time, according to different application environment, the dynamic function of the base rate(a) and non-informative prior weight(C)is given. The subjective logic is extended to five tuples and it enriches J?sang’s subjective logic.We propose an e-commerce trust model based on expanded subjective logic. The model improves the evidence mapping operator, discounting operator and fusion operator in J?sang’s subjective logic. Through the introduction of trust wish value to new sellers, the unfairness of the current reputation mechanism is adjusted. The social network recommendation and the e-commerce trust model are combined, which made the trust evaluation result more accurate.The trust path search algorithm is designed. Not only it solves the issue about ‘Mass Hysteria’,but it also reduces the computation complexity.Because of the complexity of decision problems, it is difficult to embody in the decision-making process of subjectivity if using only objective method in the attribute weight allocation. It’s hard to reflect the essence objectively on the basis of the person’s subjective judgment only. Flexible decision holds better adaptability. Therefore, this paper proposed a flexible dynamic weight decision scheme(FDWDS). On the basis of the data type analysis,indicator type and the related knowledge of information completeness and accuracy,comprehensive objective, subjective and considering the influence of the preference of decision makers, for flexible weight allocation, the weight can dynamically adjust according to the analysis of different objects. It makes all the influence factors of e-commerce trust in trust model of effective integration.The safety and reliability of electronic commerce transaction environment is one of the important foundations of electronic commerce healthy development. In recent years, the trustworthiness of the software has become the focus of software quality. The software trustworthiness analysis and measurement has become a hot issue. Because of the great influence of software environment dynamic openness and uncertainty to the trustworthiness of the software, this paper attempts to examine the changes of software running environment,consider the impact on the software trustworthiness, and build the software trustworthiness evaluation(STE) model with subjective logic. The model can be real-time control the software running state and evaluate the software trustworthiness dynamically. It can provide effective protection for the security and reliability of the e-commerce transaction environment and tools.