关键词: 电子商务, 声誉, 信任, 信任评估, 在线交易, 服务者

Abstract: In the systems which select servers according to reputation and trust values, the common problems, which result in that the servers chosen cannot meet the users' diversity requirement, are a small number of factors being considered and limited in the system and lack of flexibility in methods. In order to resolve these problems, a multi-context reputation and trust evaluation system, which was used for selecting servers in online transaction, was proposed. A server acquired its reputation and trust bootstrapping value through its registered quality attributes and guarantee fund, gained its reputation and trust experimental value by its trade experience in the internal system and external systems. The actual trust value was the dynamic linear combination of both values. With the increase of transaction times, the weight of the latter increased dynamically. Server was selected according to the context quality attribute set by user and the actual trust and reputation value. This selection method of a new server was tested and contrasted with other trust and reputation systems. The experimental results indicate that this method can easily meet the requirements of all kinds of users. This trust and reputation could afford the new server as well as other servers a competitive environment, and also reduced the possibility that user selected malicious server.

Key words: electronic commerce, reputation, trust, trust evaluation, online transaction, server