Dynamical trust and reputation computation model for B2C E-Commerce

Tian, B., Liu, K. and Chen, Y. (2015) Dynamical trust and reputation computation model for B2C E-Commerce. Future Internet, 7 (4). pp. 405-428. ISSN 1999-5903 doi: 10.3390/fi7040405

Abstract/Summary

Trust is one of the most important factors that influence the successful application of network service environments, such as e-commerce, wireless sensor networks, and online social networks. Computation models associated with trust and reputation have been paid special attention in both computer societies and service science in recent years. In this paper, a dynamical computation model of reputation for B2C e-commerce is proposed. Firstly, conceptions associated with trust and reputation are introduced, and the mathematical formula of trust for B2C e-commerce is given. Then a dynamical computation model of reputation is further proposed based on the conception of trust and the relationship between trust and reputation. In the proposed model, classical varying processes of reputation of B2C e-commerce are discussed. Furthermore, the iterative trust and reputation computation models are formulated via a set of difference equations based on the closed-loop feedback mechanism. Finally, a group of numerical simulation experiments are performed to illustrate the proposed model of trust and reputation. Experimental results show that the proposed model is effective in simulating the dynamical processes of trust and reputation for B2C e-commerce.

Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/62849
Identification Number/DOI	10.3390/fi7040405
Refereed	Yes
Divisions	Henley Business School > Digitalisation, Marketing and Entrepreneurship
Publisher	MDPI Publishing
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