Reputation Model Of C2C Electronic Commerce

The rapid development of C2C e-commerce has brought convenience to people’s lives, as people can stay at home and buy any goods online. However, the rapid development of C2C e-commerce has also brought a lot of security risks and threats, for example:the asymmetry of information; network security; the user’s anonymity issue of trust. The trust problem has become a drawback to the C2C e-commerce development and should quickly be addressed. Trust plays an important role in C2C e-commerce system development and implementation process. For C2C e-commerce trust issues, this paper calculates the buyers’ credibility and trust model based on the group. The main work and contribution are as follows:The trust of existing C2C e-commerce trust model calculations are made using a simple additive or averaging method, its lack of consideration of other factors such as:the amount of the transaction, number of transactions, trading hours. This trust model is vulnerable to a malicious user to attack and calculation of user credibility. It is based on the average of the sum of user feedback score without considering the seller’s reputation value of the size of the user credibility. In order to solve the buyers’credibility singularity problem:the traditional method of averaging, this paper introduces the concept of group, the sale of goods through the sale of home and familiarity with the calculation. On this basis, by default given the threshold to determine whether the buyers belong to the group and credibility calculation to different buyers. It can be able to effectively distinguish between different buyers for the seller’s feedback rating rationality and the reference value. The simulation results show that the calculation of the buyers’credibility based on the group in this paper is more practical and effectively.In order to solve the problem that the calculation of sellers’ reputation, using cumulative and average singularity of the existing domestic C2C e-commerce platform, this paper proposes a group-based C2C e-commerce trust model that considers the feedback score, the impact factor of the transaction price, trading hours, the number of transactions, and the credibility of different buyers. This trust model effectively solves the existing model of unity. The simulation results show that the trust model based on group can effectively identify the malicious user and reduces the transaction failure rate.Trust model in this paper can provides more reasonable sellers’ reputation information before the buyers purchase goods and the buyers can make effective commodity trading decisions. It can be more effective in difference for the buyers’ feedback rationality for the sellers to effectively identify the malicious user.