A Novel Trust Model Based on Final Price for Online Reputation System

Lack of trust has been identified as a major obstacle to the growth of the Internet and e-commerce. Over the Internet, online reputation system is emerging as a promising approach for helping to build trust through social control and inducing cooperation in online trading environments. We prove that the existing trust models for online reputation system overlook the final price factor and can´t provide sustained incentives for seller to behave honestly over time. To address this problem, a novel trust model based on final price is proposed. The simulation results show that compared with the existing models, our model performs more robust and effective