A novel trust evaluation model for peer-to-peer e-commerce

Due to the flexibility and freedom of the P2P e-commerce environment, peers often make transactions with other unknown peers, the trust evaluation becomes critical. Traditionally the trust evaluation model is based on feedback mechanism, which only depends on transactions number neglecting the amount of transaction, etc. This may lead to the transaction risk in the new transaction. In this paper, a novel trust evaluation model is presented, which reflects recommender's trust value and transaction amounts when computing the trust value of peer. In addition, the model introduces the factor of transaction period while updating peer's trust value, which embodies that the feedback occurred in different period have different influence to peer's trust value. Therefore results of trust evaluation become more accurate, the novel trust evaluation model is effective against malicious behavior.