Authors: Junfeng Tian; Hongqiang Jiao; Baomin Wang; Chao Chen
Addresses: College of Mathematics and Computer Science, HeBei University, Baoding, 071002, China ' School of Management, Hebei University, Baoding, 071002, China; Electronic and Information Engineering Experiment and Training Center, Handan College, 056003, China ' Electronic and Information Engineering Experiment and Training Center, Handan College, 056003, China ' Electronic and Information Engineering Experiment and Training Center, Handan College, 056003, China
Abstract: In current e-commerce, the trust relationship is difficult to establish and the computing trust value is imprecise. This paper proposes an e-commerce trust model based on expanded subjective logic. The model improves the evidence mapping operator, discounting operator and fusion operator in Jøsang's subjective logic. Through the introduction of trust wish value to new sellers, the unfairness of the current reputation mechanism is adjusted. The social network recommendation and the e-commerce trust model are combined, which makes the trust evaluation result more accurate. The trust path search algorithm is designed. It not only solves the issue about 'mass hysteria', but it also reduces the computation complexity. Finally, through the simulation experiment, the rationality and effectiveness of the model are verified.
Keywords: trust models; subjective logic; e-commerce; social networks; electronic commerce; recommendation systems; recommender systems; simulation; trust evaluation.
International Journal of High Performance Computing and Networking, 2016 Vol.9 No.5/6, pp.372 - 381
Available online: 22 Nov 2016 *Full-text access for editors Access for subscribers Purchase this article Comment on this article