The Study Of Subjective Trust In E-Commerce

With growing prosperity of e-commerce at present, security problems have already aroused universal attention both at home and abroad. E-cbmmerce security is a systematic concept, which synthesizes technology and management. So a reliable trust management system not only must implement kinds of security policy, but also has to well evaluate the trust level in advance. Therefore, trust management, as an important precondition and foundation of network security, is becoming the focus of researches.However, trust is a complex concept, which has not had a unified understanding in theoretical circle. Therefore, this paper takes it as the research subject, summarizes the elementary theory of trust; puts forward the trust conception, characteristics and the taxonomic approach, and moreover studies modeling and evaluation of trust.Based on understanding trust and grey system, taking incompleteness of information in grey system theory and fuzziness of trust as a point of integration, this paper emphatically conducted analytical study of subjective trust in C2C e-commerce. Chapter 1 puts forward the research background, purpose, meaning and framework. Chapter 2 introduces the elementary theory of trust, including the conception, characteristics, classification, modeling and so on. Chapter 3 describes the research method of subjective trust model, including Beth model, J0sang model, fuzzy set theory model and grey system theory model, and carries on the comparative analysis of each subjective trust model method. Chapter 4 applies grey system theory to set up the model of subjective trust in e-commerce with three phases: filtering key attributes, direct subjective trust and indirect subjective trust. Chapter 5 elaborates how to use the subjective trust model, which is based on grey system theory to analysis and evaluate subjective trust in e-commerce with an example, proves the reliability of the model, describes the characteristics of subjective trust and brings new ideas and references for trust management and e-commerce.