Study On E-Commerce Dynamictrust Based On Reputation

Trust and security problems in electronic commerce have become the bottlenecks which hinder the Chinese electronic commerce from developing rapidly. The main challenge of electronic commerce currently is how to implement an efficient mechanism to quarantine fraudulent and malicious service nodes, so as to prevent the sellers from providing fake and misleading information and service. The main points discussed in the paper are as follow:(1) The paper discusses the current research status of electronic commerce trust model starting with the development status of traditional trust model in electronic commerce and problems of dynamic trust model. The research status of dynamic trust model of already accumulating distributed system is also discussed considering the distributed feature of electronic commerce system.(2) In the computational model of the total direct trust value, the paper lays emphasis on how the factors, such as frequency of transactions, attenuation coefficient, feedback rating, transaction amount satisfaction, influence the model. The paper also gives the trust computation model basing on the attenuation coefficient, puts forward the conception of frequency of efficient transactions, and reduces the time complexity of the algorithm.(3) In the discussion of recommendation trust value, the paper focuses on the building of triple-layer network structure of recommendation degree of trust, brings forward the recommendation trust computational model basing on the differentiation, improves the calculation method of average trust value, and discusses the influence brought by different proportion of malicious recommendation nodes separately. The ability to resist misconduct and the effectiveness of the dynamic trust model have been proved through experiment and analysis, which is of great significance for practical application.