Dynamical Trust and Reputation Computation Model forB2C E-Commerce

Future Internet

Kecheng Liu¹  Yuanzhong Chen²  Bo Tian² 

[1] Informatics Research Centre, University of Reading, Reading RG6 6UD, UK;School of Information Management & Engineering, Shanghai University of Finance and Economics, Shanghai 200433, China;

关键词: dynamical trust;    direct trust;    reputation computation;    B2C e-commerce;   

DOI  :  10.3390/fi7040405

来源: DOAJ

【 摘 要 】

Trust is one of the most important factors that influence the successful application of network service environments, such as e-commerce, wireless sensor networks, and online social networks. Computation models associated with trust and reputation have been paid special attention in both computer societies and service science in recent years. In this paper, a dynamical computation model of reputation for B2C e-commerce is proposed. Firstly, conceptions associated with trust and reputation are introduced, and the mathematical formula of trust for B2C e-commerce is given. Then a dynamical computation model of reputation is further proposed based on the conception of trust and the relationship between trust and reputation. In the proposed model, classical varying processes of reputation of B2C e-commerce are discussed. Furthermore, the iterative trust and reputation computation models are formulated via a set of difference equations based on the closed-loop feedback mechanism. Finally, a group of numerical simulation experiments are performed to illustrate the proposed model of trust and reputation. Experimental results show that the proposed model is effective in simulating the dynamical processes of trust and reputation forB2C e-commerce.

【 授权许可】

Unknown