A Comprehensive Reputation Based Trust Model in C2C Electronic Commerce
The mistrust between buyers and sellers in C2C electronic commerce has been affecting its development. The accuracy and the reliability of the reputation system are still not high because of the existence of vicious users. This paper builds a comprehensive reputation based trust model by choosing the suitable influential factors in trust and the simulation results prove that this model has a higher accuracy and reliability.
Donald C. Wunsch II, Honghua Tan, Dehuai Zeng, Qi Luo
J. M. Wang et al., "A Comprehensive Reputation Based Trust Model in C2C Electronic Commerce", Advanced Materials Research, Vols. 121-122, pp. 429-434, 2010