关键词: 电子商务, 消费者对消费者（C2C）, 信任评估, 声誉, 信用

Abstract: C2C e-commerce trading platform develops rapidly because it provides a convenient, free and efficient way, However the current evaluation mechanism is not good enough to regulate the auction participants, thus trading still has considerable risk. So the reputation-based trust mechanism is proposed, which is based on the trust of trading participants, to distinguish the dishonest individuals. Considering the impact factors of the trust evaluation, two different criteria, the time window and trade window, are used to select the evaluations that involved in the calculation, customers’own trust is considered as well. The effectiveness and efficiency of the modal are proved by theoretical analysis and simulation study. The results show that the proposed model can be applied to the C2C e-commerce systems effectively.

Key words: e-commerce, Consumer-to-Consumer（C2C）, trust evaluation, reputation, credit