Construction Of C2C E-Commerce Trust Model Based On E-Sporas Model

With the continuous development of network technology, e-commerce has played an important role in promoting China’s economic development and social progress, reducing social costs, the transformation of traditional industries. However, the current C2C e-commerce trading platform for credit evaluation system is too simple. The speculation of non-credit users makes the new buyer difficult to determine the authenticity of the seller reputation value. Meanwhile, the current trading platform credibility evaluation feedback system cannot fight buyer’s malicious evaluation, the credibility collusion, high value fraud and other malicious behavior. Issues of trust problem have greatly hindered the development of e-commerce industry.Based on the background, with the evolutionary game model analysis under lack of trust evaluation system and complete credit system, turns out that the survival and development of C2C e-commerce rely on the premise of a complete credit system which depends on a well-established trust model. This paper presents an improved reputation value calculation model and describes its specific model design ideas, parameter setting and the calculation process. With the conducting simulations in Matlab software, you can see that the model in this paper possess better recognition and resistance against high value fraud, the credibility collusion, persistent fraud, periodic swing of fraud, the speculation of non-credit users and other malicious acts.