A C2C Personalized Trust Mechanism Based On Recommended Trust

Credit crisis is becoming more and more manifest to decrease the efficiency of online transactions, and to be the bottle-neck of electronic commerce. Therefore, establishing an E-Commerce credit rating mechanism is proved to be a powerful weapon to address the problem. This paper studies the trust model of online reputation systems based on the current research results.Firstly, this paper introduces credit theory and online reputation systems. Secondly, according to the core part of online reputation systems, this paper establishes model from three aspects to evaluate its validity. And the results point out that the current trust model have not evaluated some key factors, such as transaction value, user's credit and recent credit. Hence, it cannot effectively decrease the possibilities of "credit slander" and "credit squeeze", and it will surely give rise to negative effects on users' transaction experience. In order to solve the defects mentioned above, this paper establishes a C2C personalized credit computational model, and evaluates the validity in accordance with the type of users in this model. Furthermore, based on the idea of recommended trust, this paper establishes a C2C personalized recommended trust model. Through web of trust, according to the recommendation of advisors, buyers can choose the most trust-worthy seller as their trade partner. Integrating these two models by the applied frame of mechanism can reduce the risk of E-Commerce transaction greatly.This paper makes contribution to reduce the risk of e-commerce transactions, suppress the negative behavior effectively, drive out bad users and encourage trust-worthy buyers to provide high-quality transactions continuously. In addition, it can also help users, especially buyers, seeking out the most trust-worthy trading partners. The results of this paper can also be used on C2C online trade platform in order to reduce the risk of e-commerce transactions, improve the efficiency of e-commerce transactions, and promote the development of e-commerce.