ReputationPro: The Efficient Approaches to Contextual Transaction Trust Computation in E-Commerce Environments

摘要

In e-commerce environments, the trustworthiness of a seller is utterly important to potential buyers, especially when a seller is not known to them. Most existing trust evaluation models compute a single value to reflect the general trustworthiness of a seller without taking any transaction context information into account. With such a result as the indication of reputation, a buyer may be easily deceived by a malicious seller in a transaction where the notorious value imbalance problem is involved-in other words, a malicious seller accumulates a high-level reputation by selling cheap products and then deceives buyers by inducing them to purchase more expensive products.