A Trust Evaluation Model for B2C E-commerce

Abstract

Trust is one of key factors of the development of e-commerce. In this paper, we present a trust evaluation model for B2C e-commerce. The importance of trust in e-commerce is introduced firstly. Definition and meaning of trust are discussed from different disciplines. The construction of trust in e-commerce is investigated, and main factors that influence the trust in B2C e-commerce are analysed. Based on the analysed result, the trust in B2C e-commerce is divided into direct trust and indirect trust. Then trust evaluation model based on direct trust and indirect trust are established separately. Further more, an integrated trust evaluation model for B2C e-commerce is proposed. At last, simulation experiments are given to illustrate the proposed trust evaluation model and method. The limitation of the work of this paper and future works are also discussed in addition.