The Research Of Trust Evaluation Method Based On Third Party Information In Mobile Commerce

With the rapid development of wireless communication technology, mobile commerce (called m-commerce as a brief) becomes a newly virtual electronic transaction mode, and has a far-reaching influence on every aspect of economy and society. By removing restricts of time and regions, m-commerce can bring enormous business opportunities. However, because serious information asymmetry between two parties results in more opportunity for fraud, consumer loses confidence. The fraud phenomenon and trust minsing problem in m-comerce become one of the main factors that obstruct the development of m-commerce. So, governing transaction environment, reducing information asymmetries, avoiding transaction risk and establishing credit transaction environment become practical problems must be faced. To construct a reasonable and reliable third-party trust evaluation method is of great importance to establish the credibility, safe, and reliable trading platform. The major work of this paper is as follows:(1) The paper studies the trust evaluation method based on recommended information in m-commerce.Based on Trust factors occurred in the typical documents from the international authorities, by analyzing elements relation in the structure of m-commerce transaction process, the paper constructs m-seller's evaluation indexes based the multiple portfolio analysis that include qualitative analysis and rational analysis. It ensures that indicators is authority and reliability, and fits m-commerce environment. The method of minimizing the sum of recommended results deviation square reduces conflict among recommended results, avoids one-sided bias from one referrer to be brought to the result, and ensures even though number of referrer's number is small the seller's trust level can be gotten also. Furthermore, based on characteristic of MT, recommended trust mechanism fit m-commerce environment is built by using improved ELECTREâ…¢to describe the formation of consumer trust. It ensures evaluation result reflects referrers'group minds and consumer's evaluation which can help consumer evaluate m-seller's trust leve fastly and accurately. (2) The paper builds the trust evaluation method based on seller's feedback credit information in m-commerce.Based on content analysis method, the article builds credit evaluation indxes of m-seller and analyzes the reason. That checked degree of mutual recognition and Krippendorffi's alph coefficient ensures the validity and reliability of analysis result. That analyzed consumer attitude toward soloves the problem that correlation can't be tested only using frequency analysis. The paper extrats three indicators most concerned by consumer which can help m-seller grasps consumer demand effectively and improve their own credit.The article buids multi-dimensional credit feedback evaluation model. Firstly, according to characteristic of MT, the paper selects credit metrics model that is favorable for gathering original credit data. Secondly, that added weight function of goods prices and time attenuation function improve improves the credit fraud prevention ability. Thirdly, the frequency statistical analysis weighting reveals most consumer preference, so increases the authority and reliability of calculation results from combination weighting. Fianly, the paper establishs the combination determining weights method based on TOPSIS and generalized maximum entropy which partly soloves the problem that results computed by different sigle weighting method is always quite different. It retains not only objective weighting method reflecting the true situation such as entroy weighting method, but also subjective weighting method which reflects indicators attached by consumers and expertise such as Delphi.(3) The paper presents the trust evaluation method based on information coming from mobile marketing alliance in m-commerce.The mechanism makes the m-commerce transaction safe by the way of preventing beforehand, coordinating among the event and punishment afterwards. According to Game Theory, it can reduces transaction risk, and make m-commerce safe. Meanwhile, it can prevent members from changing identity to cheat and reduce the workload of business platform arbitration. Furthermore, based on information coming from mobile marketing alliance, the paper buids trust level evaluation indexes. And, two dimension decision model is set from views of the mobile marketing alliance's credit and the member's credit from its alliance. The model solve the problem in m-commerce effectively:few person wants to trade with newly registered users.