Research On The Trust Model Under E-commerce Environment

How to establish, maintain, promote e-commerce transaction between the two sides of the trust relationship, to reduce the e-commerce transaction risk, to reduce trade cost, to ensure the transaction completed safety and smoothly, have becomes an important question urgently to be solved in the electronic commerce development. In this paper, the main research work includes:(1) This paper analyzes the definition and relationships of trust, reputation, which are the core conceptions about Trust evaluation in electronic commerce.(2) Analysis of the existing typical trust models summarized the factors which influence the calculation of trust degree, including transaction satisfaction, transaction amount, number of transactions, transaction time, score the user’s reliability.(3) Establishing a transaction satisfaction evaluation indicator, using the Analytic Hierarchy Process to determine the weight of each indicator, and then use Excel to realize AHP calculation.(4) Proposing a reputation based trust model in e-commerce. The method handles multi-factors including transaction satisfaction, transaction amount, number of transactions, transaction time. The overall trust in the model is composed of the direct trust and the feedback trust, the direct trust degree is calculated by above four factors and introducing the mechanism of rewards and punishment. Feedback trust degree is calculated by friends’ recommendation and strangers’recommendation. According to the score of the user, the transaction amount, transaction time to calculate the weight of each node. To compute the overall trust degree, the concept of feedback factor and confidence factor are introduced to integrate the direct trust with feedback trust degree. Furthermore, a method is put forward in this paper for determining feedback factor and confidence factor. Finally, through the experiments verify the validity of the model and the ability of resisting attack.