关键词: 电子商务, O2O, 信任预测, 信任度, 组合服务

Abstract: The trust fraud in E-commerce market has restricted the rapid development of the O2O E-commerce. This paper proposes a value-based trust evaluation model for O2O E-commerce in order to balance the interests of three transactions partners. In this model, to compute the trust score of offline businesses and consumers, the belief factor is introduced to integrate the local reputation with the global reputation, and many factors are considered, such as transaction feedback, transaction time, transaction amount, the number of transactions, existing reputation value, reliability of transaction evaluation, through the integration of local and global reputations predict offline trust businesses and consumers. The experimental results show that the proposed trust model can effectively calculate the dynamic trust scores of offline businesses and consumers, and has the strong ability of against dishonest transactions, and can update the trust scores of O2O transactions partners in real time.

Key words: E-commerce, O2O, trust evaluation, trust score, composite services