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

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.