Conference Paper

History and Future Information Based Trust Model in C2C E-commerce

Sch. of Comput., North China Electr. Power Univ., Baoding, China
DOI: 10.1109/IAS.2009.286 Conference: Information Assurance and Security, 2009. IAS '09. Fifth International Conference on, Volume: 2
Source: IEEE Xplore

ABSTRACT In order to solve the problem of trust in C2C e-commerce better, a history and future information based trust model is proposed in this paper. In this model the historical evaluation and future information are all considered. Thus, the entitiespsila historical behaviors are reflected in the trust value, and the starvation effect is prevented effectively. Based on the research achievements of trust and combined with the characteristics of C2C e-commerce, the time decay factor and experience factor are redesigned, and the cheating memory factor is introduced in this paper. The new time decay factor can avoid the reputation value decaying so fast that the historical reputation value is too small; the new experience factor can prevent the valuators from accumulating experience too fast in small-scale transactions; the cheating memory factor can punish the deceivers effectively and prevent them from cheating frequently. Finally, the effectiveness of the model is verified experimentally.

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    ABSTRACT: Trust and reputation systems have recently come into the focus for the virtual environment research to offer online user a decision support mechanisms. Many ofthem are agent-based as they represent a promising paradigm for open, distributed marketplaces. This paper presents an improved distributed agent-based reputation mechanism which contributes in measuring reputation of online providers. The system offers a comprehensive approach as it considers a number of the parameters that have a bearing on trust and reputation (unlike current approaches which tend to be "one issue-centric"). Moreover, it also extends the existing frameworks based on information about past behaviour, with other aspects affecting online trust, taken from the trust taxonomy, such as existence of control mechanisms and supporting organisations, security and privacy strategies, technology and information based factors as well as interaction.
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