Abstract: With the enormous growth of the Internet and E-commerce, online trust has become an increasingly important issue. Over the Internet, players have to cope with much higher amount of uncertainty from quality of products and trustworthiness of participants. One way to address this uncertainty problem is to use feedback ratings about past behavior to help make recommendation and judgment on decision about who to trust. In this paper we introduce five basic trust parameters, and propose a computational trust model that combines these parameters to measure the trustworthiness of participants in online auctions. The simulation results show that compared to the current C2C trust model, the proposed model is more effective against malicious behavior.

摘要： 在线信任匮乏已成为阻碍网上拍卖快速、健康发展的重要因素。为了帮助用户实施有效的信任决策，针对拍卖网站中现有的信任计算方法的不足以及传统理论信任模型的局限性，本文提出了影响网上拍卖信任的5项信任因素，并构建了C2C网上拍卖中的信任计算模型。最后仿真实验的结果表明模型具有较好的有效性和可行性。