Research On The Trust Mechanism Of E-commerce Based On Context

With the advent of the "Internet plus" era, e-commerce has become a key part of the development of new economic driven. The security crisis of electronic commerce will directly result in the economic loss of users, and the disclosure of the user's personal privacy information will directly harm to the electronic commerce of all participating parties. Because of the openness and anonymity of the Internet, trading environment and entity are dynamic and unpredictable. Transactions are often carried out between completely strange entities, which greatly increase the risk of security and uncertainties faced by both parties. Therefore, in order to ensure the reliability, security and quality of service of the electronic commerce in different trading environment, how to accurately and quantitatively express and predict the trust relationship for the sake of enhancing the trust of both sides of the transaction is to be resolved.Facing more and more severe e-commerce security situation, this thesis analyses the existing security problem in the electronic commerce, summing up the framework of electronic commerce security system based on trust management, and explaining the key technologies of trust management model in the context. Due to the evaluation of trust mechanism is more complex under the electronic commerce environment compared with the traditional P2 P environment, for improving the accuracy and efficiency of trust evaluation, we build a trust model and assessment methods on the basis of taking the context of the e-commerce environment and the selection of information peers as important research objects.The research work of this thesis is mainly reflected in the following aspects:Firstly, a fuzzy comprehensive evaluation model is designed based on the context of multi factor, which can dynamically adjust the weights of trust calculation. Fully consider the context factors that influence the trust of e-commerce, the user context, transaction context, the environment of the main factors of the model, through the evaluation of the user's first phase of the accuracy of the value of the trust evaluation, and further optimize the weight of the dynamic adjustment. A comparative analysis is carried out through the simulation experiments, the results show that the CFTrust trust model proposed in this thesis is a good accuracy, and can effectively inhibit the attack of malicious peers.Secondly, for the problems of malicious attack in trust model, an anti-attack trust model based on time attenuation and transaction amount is proposed by taking into account of the time decay of trust itself and the influence of the transaction amount in the electronic commerce. By using dynamic time slip trust prediction algorithm and the dynamic volatility algorithm of transaction amount, it can effectively resist the malicious attacks. Through the simulation experiment of different malicious attacks, the results show that the optimized CFTrust trust model has a low root mean square error and good anti-attack capability.In the end, the thesis proposes one kind of the recommended peers selected optimization algorithms based on the probability distribution of mapping, which is aiming at the low efficiency problem of recommended peer selection in the process of trust computation, whose efficiency and accuracy of the proposed method are compared with the local broadcast. The experimental results show that the recommendation algorithm based on the probability distribution can be used to select the recommendation peers more quickly and accurately, and accurately calculate the trust value of the target peer, and provide guarantee for the efficient operation of the network.