Research On The Trust Model Based On The Groups' Internal Recommendation In Peer To Peer E-Commerce Environment

With the rapid development of e-commerce and the booming of online shopping, peer to peer e-commerce based on peer to peer technologies provides a greater choosing space for consumer, and also compared with consumers with greater choice of space, but also provides more transparent market information for businessman, but the speculation actions become more prominent, which make consumers spend a lot of time and efforts on identifying the better credibility of the seller in online shopping, thereby, it increases the cost of consumer in online shopping and hinders its active in online shopping. Therefor, establishing an appropriate trust model aming at trust needs of peer to peer e-commerce will help to assist buyers choosing more excellent seller with a shorter time and less energy, and then reduce speculation effectively.On the basic of analyzing the existing trust model, this paper proposes a trust model based on the Groups'Internal Recommendation in E-Commerce Environment, and the main studies are as follows:This paper analyzes detailedly the deficiency of the existing peer to peer e-commerce trust model, finding out the bottlenecks that hinder development of electronic commerce, and on this basis, putting forword the trust needs of the development of peer to peer e-commerce; constructing a trust model based on the Groups'Internal Recommendation in E-Commerce Environment, mainly composed of by groups'mechanism, the internal recommendation mechanisms and rewards and punishment mechanisms. Introducting the node information table which is used to record and update dynamicly the value of credibility in groups'mechanism; Introducting the comprehensive weights to adjust the integrated credibility value of the recommended node in the internal recommendation mechanisms; Introducting the Feedback Table to assist the calculation of the value of credibility in rewards and punishment mechanisms; achieving the algorithm of the integrated credibility value using MATLAB, and verified the validity of the model by examples.This trust model can identify the seller with good reputation based on the Groups'Internal Recommendation, and at the same time to hider the speculation indirectly.