Abstract
As online trade and interactions on the internet are on the rise, a key issue is how to use simple and effective evaluation methods to accomplish trust decision-making for customers. It is well known that subjective trust holds uncertainty like randomness and fuzziness. However, existing approaches which are commonly based on probability or fuzzy set theory can not attach enough importance to uncertainty. To remedy this problem, a new quantifiable subjective trust evaluation approach is proposed based on the cloud model. Subjective trust is modeled with cloud model in the evaluation approach, and expected value and hyper-entropy of the subjective cloud is used to evaluate the reputation of trust objects. Our experimental data shows that the method can effectively support subjective trust decisions and provide a helpful exploitation for subjective trust evaluation.
Highlights
With the expansion of the Internet, applications based on the internet, such as electronic commerce, online trading and networked communities are going from a closed mode to open and open mode
For Subjective trust degree (STD), ordered value is composed of a set of sequential or discrete values reflecting reputation, which makes subjective trust evaluation based on cloud more pervasive
Cloud model overcomes the limit of fuzzy set theory which represent fuzzy concept with an accurate and sole membership degree
Summary
With the expansion of the Internet, applications based on the internet, such as electronic commerce, online trading and networked communities are going from a closed mode to open and open mode. It is important that we research subjective trust evaluation based on trust relation in order to ensure the customers’ satisfaction in the public-oriented distributed network environment. This paper researches the trust decision-making of subjective trust relationships, and provides a quantitative evaluation method for subjective trust. Papers [8,13] provide some trust evaluation and reasoning methods for probability models. Those methods don’t consider fuzziness of trust itself, and their reasoning is based on pure probability models As a result, they tend over formalize subjective trust quantification. Aiming at subjective uncertainty like randomness and fuzziness of subjective trust relationship, Beihang University advanced an approach to express trust based on a cloud model, which describes the fuzziness and uncertainty of trust [16]. We summarize the paper and discuss further research directions
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