Trust Model For E-commerce Research Articles

RETRACTED ARTICLE: Trust model simulation of cross border e-commerce based on machine learning and Bayesian network

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.

A Novel Trust Model in E-Commerce

A Novel Trust Model in E-Commerce

An e-commerce trust model based on expanded subjective logic

In current e-commerce, the trust relationship is difficult to establish and the computing trust value is imprecise. This paper proposes an e-commerce trust model based on expanded subjective logic. The model improves the evidence mapping operator, discounting operator and fusion operator in Josang's subjective logic. Through the introduction of trust wish value to new sellers, the unfairness of the current reputation mechanism is adjusted. The social network recommendation and the e-commerce trust model are combined, which makes the trust evaluation result more accurate. The trust path search algorithm is designed. It not only solves the issue about 'mass hysteria', but it also reduces the computation complexity. Finally, through the simulation experiment, the rationality and effectiveness of the model are verified.

An e-commerce trust model based on expanded subjective logic

An e-commerce trust model based on expanded subjective logic

An enhanced e-commerce trust model for community based centralized systems

Conventional trust models cannot simultaneously fulfill three major requirements of community based centralized e-commerce systems having a large number of members and economic risk. First, a buyer dealing with a new seller should be able to consult other buyers’ experiences with that seller to make a better decision. Also, a seller with a good reputation should not abuse it by conducting fraudulent transactions. Finally, a buyer with good experience with a seller, even one with a bad reputation, should be able to continue to deal with that seller. This paper introduces a trust-scoring model (Enhanced E-Commerce Trust Model or E2CTM) to address the above requirements. In E2CTM, a trustor uses personal experience with a trustee and input from other trustors about that trustee. To explore the capability of E2CTM, an online electronic auction shopping system was developed to compare its performance with a conventional trust model used by most electronic shopping systems that uses overall gain and loss of all buyers in simulated auctions as evaluation criteria. The results show the advantage of E2CTM, specifically, in terms of overall performance. The improvement is more significant when there is low percentage of fraudulent transactions in the system.

English

    Peer-to-peer (P2P) E-commerce systems are more and more popular in recent years with opportunities and threats both existing. A lot of malicious nodes threaten the system’s security via cheating, selfish and attacking or else. Trust mechanisms can help estimating the trustworthiness. This paper presents a distributed trust model named P2PETrust (peer-to-peer E-commerce trust model) based on social networks’ principles. A transaction history vector with multi dimensions is designed to describe the history before the distributed storage structure. In order to compute the trust, three sub trust models are defined in P2PETrust, which are local model, global model and correlation model. The local trust model is the base trust mechanism to compute history between two nodes after defining the nonlinear time factor, transaction amount factor, frequency factor and success rate for the history while the global one is based on local model to calculate a node’s whole transaction histories with some global factors defined. On the basis of these jobs, a correlation trust model is presented by calculating nodes’ correlative similarity multiplied with global trust degree. We present a simulation environment to validate the proposed trust model and report the set of initial experiments, showing the feasibility and benefit of our approach.   Key words: Peer-to-peer E-commerce, trust model, P2P security, social network, network security.  

A Cognitive Model Of Trust In E-Commerce: Evidence From A Field Study In China

<p class="MsoNormal" style="text-align: justify; margin: 0in 0.5in 0pt;"><span style="font-size: 10pt; mso-bidi-font-style: italic;"><span style="font-family: Times New Roman;">Trust formation in the virtual environment is a complex process and is influenced by a plethora of factors.<span style="mso-spacerun: yes;">  </span>This paper proposes a cognitive model of trust in e-commerce based on consumer research and the trust literature. It argues that perceived informativeness, perceived entertainment, and perceived irritation of online shopping, coupled with trust propensity, contribute to a customer’s general trust in e-commerce and intention to use e-commerce.<span style="mso-spacerun: yes;">  </span>This model is tested in a field study in China via a survey instrument. Path analysis of data collected shows that all proposed relationships in the model are supported in the hypothesized directions. Results demonstrate that online marketers and Web system designers alike should pay keen attention to elements that may influence an Internet shopper’s cognitive perceptions in order to nurture consumers’ trust in e-commerce and realize the full potentials of doing business online.</span></span></p>

Developing and Validating Trust Measures for e-Commerce: An Integrative Typology

Evidence suggests that consumers often hesitate to transact with Web-based vendors because of uncertainty about vendor behavior or the perceived risk of having personal information stolen by hackers. Trust plays a central role in helping consumers overcome perceptions of risk and insecurity. Trust makes consumers comfortable sharing personal information, making purchases, and acting on Web vendor advice—behaviors essential to widespread adoption of e-commerce. Therefore, trust is critical to both researchers and practitioners. Prior research on e-commerce trust has used diverse, incomplete, and inconsistent definitions of trust, making it difficult to compare results across studies. This paper contributes by proposing and validating measures for a multidisciplinary, multidimensional model of trust in e-commerce. The model includes four high-level constructs—disposition to trust, institution-based trust, trusting beliefs, and trusting intentions—which are further delineated into 16 measurable, literature-grounded subconstructs. The psychometric properties of the measures are demonstrated through use of a hypothetical, legal advice Web site. The results show that trust is indeed a multidimensional concept. Proposed relationships among the trust constructs are tested (for internal nomological validity), as are relationships between the trust constructs and three other e-commerce constructs (for external nomological validity), as Web experience, personal innovativeness, and Web site quality. Suggestions for future research as well as implications for practice are discussed.