Trust Evaluation Theory And Its Applicaiton In Evaluating The Credibility Of Users’ Commodities On Products

With the development of Internet, computer and other information technology and application, more and more trade activities have been transformed into the virtual community on the internet from the real physical environment, the users usually release evaluation information on the internet after they shopped or got services. The evaluation of the product reflects the opinion and attitude of the consumer on the product or service, so it has the very high use value. On the one hand, the evaluation of the user can have an impact on purchase intention of other consumers; on the other hand, it can provide a strong basis for merchant to improve quality of product or service and customer satisfaction. However, most of the shopping websites only use the simple statistical methods to add up and handle for the evaluation information of the users, but it ignores the analysis of credibility on the evaluation information of the users, and it cannot inhibit effectively the effects of the malicious evaluations.This paper is based on the current hot that the problem of reliability of evaluation information under the network environment as the background; and is based on the concept of trust evaluation as well as the common trust evaluation methods. It explored the trust integration model face to the decision, and made full use of the connections among the variable trust relationships, so as to make a more accurate prediction for the probability to the next success interactive activity of trusted customer, and apply this model to the analysis of the credibility of product evaluation information.First, this paper gave a detailed introduction of the virtual community and the trust evaluation theory under the virtual community, and reviewed the research contributions on the trust evaluation theory by previous researchers in different periods, and described the research background, significance and current situation of trust evaluation theory.Second, for the disadvantages of the existing trust evaluation models that they almost entirely focused on a kind of trust relationship, and analyzed in isolation the direct trust, the indirect trust and the disadvantages of reputation, the paper explored the trust fusion model oriented on the decision, and made full use of the connections between all kinds of trust relationship, to make a more accurate prediction on the probability to carry out the next interactive activity for the trust objects.Then, through introduced trust evaluation mechanism, the paper analyzed the trust relationship between the reviewers on the shopping websites, and built a trust network among the reviewers, and predicted the credibility of product reviews from the aspect of the trust relationship of the reviewers. And it carried out the validity application in the actual network environment by using the data sets of product reviews.