Research On Service Type-Oriented E-commerce Trust Model

In order to reduce the transaction risk and improve the success rate of the transaction in the open e-commerce environment, the trust evaluation for transaction entities is an effective way. Therefore, the survey of the trust model has become a hotspot. A complete trust model should not only include trust evaluation, but also consider the storage and management of trust to assure the security and reliability of trust.First, a service type-oriented trust management framework is presented. It integrates multiple trust mechanisms to make comprehensive evaluation and management to trust. Then, because some existing trust evaluation approaches do not take into account the service content, the evaluation granularity is too coarse, a service type-oriented trust mechanism(STM) is proposesd aiming at the specific service category. The mechanism integrates some features of trust and some important factors which have influence on trust during the transaction. The specific computing method is given to set initial trustworthiness for the new nodes in the network, encouraging them to participate in the transaction. Meanwhile, the node's direct trustworthiness and recommend trustworthiness are integrated into service trustworthiness with weighting coefficient.To reflect STM's feasibility and availability, simulation experiments are performed from four aspects namely the quality of recommend nodes, improvement of transaction success rate, influence of weighting coefficient and the contrast of global trust and service trust with setting the parameters under appropriate network environment.Finally, application background for STM is introduced and the whole algorithm is programmed using Java in MyEclipse platform.