The Research For E-commerce Trust Model Based On Auction Theory

There are a lot of malicious network fraud in the reality E-commerce which seriously affected the healthy development of our country’s E-commerce. Therefore, how to effectively inhibit E-commerce network fraud has become one of the issues of sustainable and healthy development of e-commerce which need to be resolved.This paper uses market transactions auction theory to search the trust in e-commerce, in particular the establishment of a network of e-commerce fraud suppression role of the trust mechanism. At the same time, the application of game theory in the iterated prisoner’s dilemma theory, to further explore new way to punish incentive trust model of e-commerce which has established. Firstly, in-depth research of the various existing e-commerce trust mechanism and abroad, summarize their advantages and disadvantages, and then tap the auction and e-commerce trust between theory can be associated with resistance, the use of e-commerce network node TOPSIS method to sort, select the relative optimal solution to recommend immediate trust and confidence of computing nodes, and the integration of comprehensive trust, and finally in the continuous cycle of iteration, the use of incentives to promote e-commerce network punish each node to the integrity of trading strategies converge. The experimental results show the proposed model can well suppress network fraud. Providing scientific research for e-commerce trust and incentive theory and safely and effectively suppress the existence of e-commerce in the slander, conspiracy and false feedback methods such as network fraud, will have broad application prospects. Based on the subject of e-commerce trust incentive auction theory research at home and abroad is still blank.