RETRACTED ARTICLE: Trust model simulation of cross border e-commerce based on machine learning and Bayesian network

Abstract

In recent years, many scholars at home and abroad have devoted themselves to the research of e-commerce trust, which has even become a hot topic in scientific research. When we explore the factors that affect consumers' choice of e-commerce transactions, e-commerce trust is undoubtedly an important breakthrough in this issue. E-commerce trust can have a profound impact on the popularity of e-commerce among customers and the future development. But in the current environment, consumers are still unfamiliar or skeptical about e-commerce. Based on these problems, this paper proposes a cross-border e-commerce trust model based on the existing trust evaluation technology, machine learning theory and the cloud model in Bayesian network technology to prevent fraud. With the support of cloud model, trust evaluation method has been improved. Trust has changed from qualitative to quantitative, and the relevant data can reflect the nature of trust more intuitively and objectively. In addition, the model can also start from the enterprise, according to the e-commerce enterprise for consumer privacy protection, information trading and other services to conduct a comprehensive evaluation of the enterprise, giving consumers a clearer choice. In addition, the evaluation quantity and adaptive time window algorithm are also introduced in the evaluation of e-commerce enterprises. All kinds of measures are to prevent illegal businesses from misleading consumers by credit fraud and speculation. Through the above methods, researchers can understand the trust degree of users for cross-border e-commerce, and put forward relevant methods to improve user credit. At the same time, through a variety of theoretical methods such as machine learning and Bayesian network, we can provide enterprises with more market and user demand information, make them aware of the shortcomings and constantly improve their business in the future, so as to improve the trust of users to enterprises, and attract a wider user group, so as to provide more ideas and guidance for the development of cross-border e-commerce.