Research On The Mechanism Of Trust In E-commerce

With the rapid development and the popularity of computers and the Internet，more and more people take part in the network.The openness and interconnectivity ofnetwork provides a platform for commercial development and bring new opportunities,making e-commerce well known.Meanwhile, more businesses and individuals choosee-commerce to expand their business and to seek new development space. Thedevelopment of e-commerce is beneficial for enterprises to expand their markets, reducecosts, improve efficiency, and also helpful to promote the transformation and upgradingof traditional industries and the formation of a more perfect system of third-party,playing an important role in promoting the development of the national economy.Because of the online trading environment, distance makes the question of trust ine-commerce activities more and more prominent, therefore, it is very necessary toestablish and perfect the mechanism of e-commerce trust.First, based on the summary of the relevant literature on trust, trust classification,trust model, the trust mechanism, this paper gave the factors of e-commerce trust, as wellas the problems of existing trust models.With analysising the problems about credit andsecurity in the C2C mode, this paper gave a feasible method to improve the trustmechanism.This paper used a new e-commerce model-a trust model based on reputation,through getting the confidence factors of direct trust, recommendation trust, got thecalculation methods of them.On the basis of this trust model, a reputation-based trust mechanism was proposedin this paper, this paper introduced the concept of perceived service, analyzed the impactfactors about perceived service, local trust, global trust, and the calculation method ofthem.Finally, with using of e-commerce simulated trading platform, verify the trust model presented in this paper has validity, efficiency, strong resistance ability to resistattacks, including malicious attacks of provide, malicious attacks of feedback, disguisedattacks, pure malicious attack, conspiracy attack.