Abstract
AbstractNow all kinds of malicious acts appear in C2C online auctions, particularly the phenomenon of trust lack and credit fraud is very outstanding. Therefore, how to build an effective trust model has become a burning problem. Based on analyzing limitations of the existing online trust transaction mechanism, and according to characteristics (such as dynamic, innominate and suppositional) of online transaction trust problem, the article proposes a dynamic trust calculation model and reputation management mechanism of online trading based on multi-Agent system. The model consists of three parts. The first part is the trust of user domain, to put importance on the influence on current trust by recent credibility status, to motivate users to adopt an agreed cooperative strategy. The second part is the weighted average of reputation feedback score. The weighted part mainly considers the trust from the reputation feedback score person (the credibility of the feedback score), the value of the transaction (to ...
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