Computer Science ›› 2015, Vol. 42 ›› Issue (1): 170-174.doi: 10.11896/j.issn.1002-137X.2015.01.039

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Research of Subjective Trust Evaluation Model and Decision-making

YANG Yu-li, PENG Xin-guang and WANG Zheng   

  • Online:2018-11-14 Published:2018-11-14

Abstract: Since traditional credit evaluation methods can not describe the business’s creditworthiness characteristics of timeliness and risk effectively in electronic commerce transactions,a new subjective trust evaluation method based on multi-attribute normal cloud model was presented.Firstly,the standard trust cloud including five levels is generated.Then inducting time attenuation factor,the reputation cloud and risk cloud are designed to depict the average level and change rate about the credit history information respectively.Finally,the comprehensive trust cloud is synthesized with the reputation cloud and risk cloud,and its trust level and trust scores are calculated.Simulation result shows the feasibility and effectiveness of the evaluation model,which can assist people to finish trust decision-making intuitively and efficiently.

Key words: Subjective trust,Trust decision-making,Cloud model,Attenuation factor,Similarity

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