Research On Method Of Trust Value Evaluation For Goods User Intended Buying On C2C Websites

With the improvement of people’s living standards and the rapid development of thenetwork, online shopping has become one of the most popular online activities. Onlineshopping brought not only a lot of fun but also great convenience to people’s lives. But itcan be very difficult for consumers to choose their ideal goods as the quality of the goodsvaries a lot from shop to shop, which also created opportunities for lawbreakers to cheatconsumers in some cases. Therefore, how to give a accurate evaluation for merchandise thatconsumers want to purchase is becoming the focus of everyone’s attention.Most trust value calculation method simply averaged users’ ratings in existing C2Cshopping platforms, and can not reflect the real situation of the product rating. Besides, themetrics for evaluating goods varies from user to user, while the existing evaluation methodscan not provide a personalized evaluation operation. A personalized evaluation methodbased on relationships between social network users was proposed in this thesis to solvethose problems. The method is mainly influenced by the following aspects, including theseller’s trust value, the direct trust value of the user to the goods, the trust value of usersparticipated in ratings, and the relationship between users participated in ratings. Therelationship between the current user and the users participated in ratings can be dividedinto similar ratings, friends, or ordinary. Meanwhile, this paper introduce the time and thevalue of good to calculate the seller’s trust value, make the seller’s trust value is morereasonable.Finally, this thesis verified the proposed algorithm through experiments, Andcomparative analysis with traditional methods. The results showed that the trust valuecalculation method in this paper can bring better shopping experience with practicality andsuperiority, and the direction of further improvement was also discussed.