关键词: 网络购物, 直接信誉, 推荐信誉, 信誉推荐可信度, 恶意节点

Abstract: Aiming at the problem of trust between buyers and sellers in online shopping, the paper establishes the subjective reputation model based on recommendation. The model not only introduces objective factors such as transaction time, transaction amount and trust recommend credibility, but also introduces subjective factors such as the first impression. The simulation experiments based on Matlab show that the [Zi→j] model can guarantee transaction success rate of more than 0.8 especially in large-scale deal, moreover it can better against malicious nodes（especially intermittent malicious nodes）of malicious behavior than other trust models, and it has  high stability.

Key words: online shopping, direct trust, recommend trust, trust recommend credibility, malicious node