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 proposed an e-commerce trust model based on expanded subjective logic.The model improved the evidence mapping operator,discounting operator and fusion operator in J?sang”s subjective logic.Through the introduction of trust wish value to new sellers,the unfairness of the current reputation mechanism was adjusted.The social network recommendation and the e-commerce trust model were combined,which made the trust evaluation result more accurate.The trust path search algorithm was designed.It not only solved the issue about ‘Mass Hysteria” but also reduced the computation complexity.Finally,through the simulation experiment,the rationality and effectiveness of the model were verified.
trust model subjective logic e-commerce social network
国内会议
湖北恩施
英文
1-9
2014-09-13（万方平台首次上网日期，不代表论文的发表时间）