Research On C2C E-commerce Trust Model Based On Reputation

Due to the virtuality and anonymity of the network,there is a problem of information asymmetry between sellers and buyers.Sellers may release false information of products,and buyers may also submit false evaluations.It causes some malicious attacks such as speculations,slanders and frauds.Although malicious behavior in online transactions is endless,the models used by online reputation system are too simple to efficiently resist these malicious attacks,which seriously obstructs the healthy development of C2 C E-commerce.In view of the issues,the paper analyzed the present application situation of reputation system on C2 C E-commerce.With reference of those grown-up reputation models,a new trust model based on seller trust and product trust(SPT)was proposed.The SPT model was composed of a trust model based on seller trust(S-T)and a trust model based on product trust(P-T),which calculated the seller trust and product trust respectively.The S-T model included buyer nodes and seller nodes.Some factors affecting trust evaluation such as system default praise,transaction failure rate and buyer's shopping experience were thought out.Besides,some new concepts such as transaction credibility,evaluation detection factor were proposed.The S-T model respectively calculated the buyer credit,direct trust and seller reputation,combined direct trust and seller reputation into seller trust with the confidence factor.The P-T model were designed to calculate product trust,and presented two new concepts of commodity recommendation and recommendation credibility.Finally,the SPT model combined the seller trust and product trust to obtain the final comprehensive trust,and reduced the transaction risk through a risk control function.In simulation experiment,four kinds of malicious attacks were designed to prove the validity and anti-attack of SPT model.In addition,the experiment compared SPT model with other C2 C Ecommerce trust models.The experimental results show that SPT model has good accuracy and anti-attack.Besides,compared with other models,SPT has high accuracy and computational efficiency.