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Future Internet 2015, 7(4), 405-428; doi:10.3390/fi7040405

Dynamical Trust and Reputation Computation Model for B2C E-Commerce

1
School of Information Management & Engineering, Shanghai University of Finance and Economics, Shanghai 200433, China
2
Informatics Research Centre, University of Reading, Reading RG6 6UD, UK
*
Author to whom correspondence should be addressed.
Academic Editor: Carlo Cattani
Received: 9 September 2015 / Revised: 18 October 2015 / Accepted: 19 October 2015 / Published: 27 October 2015
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Abstract

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. View Full-Text
Keywords: dynamical trust; direct trust; reputation computation; B2C e-commerce dynamical trust; direct trust; reputation computation; B2C e-commerce
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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Tian, B.; Liu, K.; Chen, Y. Dynamical Trust and Reputation Computation Model for B2C E-Commerce. Future Internet 2015, 7, 405-428.

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