Research on Trust Evaluation Algorithm for E-Commerce Based on Reputation

In Internet-based e-commerce, the transaction entities' trust levels provided by e-commerce platform can be viewed as a key indicator for users selecting transaction partners. The trust of transaction entities objectively and comprehensively represents the integrated influence of various trust attributes. The trust evaluation indicators of the transaction entity are defined, such as time of transactions, amount of transactions, evaluation of transactions and credit of rating user are identified. Reputation-based trust evaluation algorithm for e-commerce is proposed and described in detail. According to the algorithm, a user selecting transaction partners can make smart decision considering the potential partners' global reputation and local reputation. The experimental results illustrate the effectiveness and availability of the trust evaluation algorithm for e-commerce.