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Proceedings of 2009 International Symposium on Computer Science and Computational Technology (ISCSCT 2009)

Huangshan, China, December 26-28, 2009

Editors: Fei Yu, Guangxue Yue, Jian Shu, Yun Liu

AP Catalog Number: AP-PROC-CS-09CN005

ISBN: 978-952-5726-07-7 (Print), 978-952-5726-08-4 (CD-ROM)

Page(s): 175-178

E-Commerce Trust Model Based on Perceived Risk

Ruizhong Du, Xiaoxue Ma, and Zixian Wang

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In the popularity of the Internet, e-commerce more and more into people's daily lives. E-commerce is different from the traditional forms of face to face trading patterns, which requires the users to have a good faith transaction. To detect the user's trustworthiness, models of reputation system have been proposed to the user's credibility to determine whether a transaction is feasible. Based on the previous reputation models and research, e-commerce trust model based on perceived risk(ECTMPR) is proposed in this paper. In the model perceived risk will be divided into six dimensions, by calculating the user's direct trust degree and recommendation trust degree, integrated into an end-user trust degree. By comparing the level of perceived risk and confidence levels to determine whether a transaction is carried out. Simulation experiments about malicious users and fraudulent users, show that the model can effectively improve the success percentage of e-commerce transactions, thus reducing losses.

Index Terms

e-commerce, perceived risk, reputation, subjective trust

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