Aiming at the problem that the existing evaluation methods do not take into account consumers' risk attitude, a subjective trust model based on consumers' risk attitude was proposed. Firstly, the historical information of entity evaluation attributes was converted into the interval number by using set-valued statistics theory. Then, by introducing risk attitude factor, the interval evaluation matrix was transformed into the evaluation matrix with risk attitude. Subsequently, the trust level of the entity was calculated by using the idea of relative closeness. Finally, the simulation results verify that the proposed method can make better trust decisions by considering risk attitude of consumers. The simulating experiment of anti-fraud further confirms the feasibility of the subjective trust model.