Establishing online trust through a community responsiblity system
Decision Support Systems
A Social Mechanism of Reputation Management in Electronic Communities
CIA '00 Proceedings of the 4th International Workshop on Cooperative Information Agents IV, The Future of Information Agents in Cyberspace
The Eigentrust algorithm for reputation management in P2P networks
WWW '03 Proceedings of the 12th international conference on World Wide Web
A reputation-based trust model for peer-to-peer ecommerce communities [Extended Abstract]
Proceedings of the 4th ACM conference on Electronic commerce
Building trust in online auction markets through an economic incentive mechanism
Decision Support Systems
Supporting Trust in Virtual Communities
HICSS '00 Proceedings of the 33rd Hawaii International Conference on System Sciences-Volume 6 - Volume 6
Bayesian Network-Based Trust Model
WI '03 Proceedings of the 2003 IEEE/WIC International Conference on Web Intelligence
PeerTrust: Supporting Reputation-Based Trust for Peer-to-Peer Electronic Communities
IEEE Transactions on Knowledge and Data Engineering
Using context- and content-based trust policies on the semantic web
Proceedings of the 13th international World Wide Web conference on Alternate track papers & posters
Proceedings of the 10th international conference on Intelligent user interfaces
PET: A PErsonalized Trust Model with Reputation and Risk Evaluation for P2P Resource Sharing
HICSS '05 Proceedings of the Proceedings of the 38th Annual Hawaii International Conference on System Sciences - Volume 07
Enforcing cooperative resource sharing in untrusted P2P computing environments
Mobile Networks and Applications
Trust-based recommendation systems: an axiomatic approach
Proceedings of the 17th international conference on World Wide Web
Research on Trust Issue of Current Chinese C2C E-commerce: Problems and Solutions
TRUSTCOM '12 Proceedings of the 2012 IEEE 11th International Conference on Trust, Security and Privacy in Computing and Communications
| Hi-index | 0.00 |
Currently, China's e-commerce market is growing at an unprecedented pace, however, it is faced with many challenges, among which the trust fraud problem is the biggest issue. In this article, we use Taobao as an example and conduct a thorough investigation of the trust fraud phenomenon in China's e-commerce market. We present the development history of trust fraud, summarize its unique characteristics, and explore the reasons why so many sellers commit fraud. We further propose a dynamic time decay trust model that aims to deter trust fraud by raising its cost and promote the growth of small and medium-sized sellers. The model utilizes detailed seller ratings as the data source, and incorporates a transaction amount weight, a time decay coefficient, and three trust factors in the calculation of trust. We test the model on real transaction data from Taobao, and the experimental results verify its effectiveness. Our proposed trust model yields a practical approach to online trust management not only in the Taobao market but also for other e-commerce platforms.