A New Trust Evaluation Model Based on Cloud Theory in E-Commerce Environment

Abstract

To solve the subjective and uncertainly about trust in e-commerce system, a new trust model based on multidimensional trust cloud is proposed, which is on the basis of the past research on cloud model. History evaluation data is regard as the quantitative universe of discourse, trust cloud of entities' property is based on the weighted backward generation cloud algorithm, so the history behavior of an entity can be reflected very well through three numerical characteristics of cloud model. The results of experiments show that the model proposed in the paper can reflect a seller's property more accurately and can provide a favorable reference for a buyer entity in e-commerce.