Trust Evaluation Model Based on Fuzzy Logic for C2C E-Commerce

With the development of e-commerce, especially the rapid growth of C2C market, transaction trust plays a more and more role. At present, there is some shortcomings at the on-line reputation mechanism. Based on the analysis of the factors affecting the transactions in C2C E-commerce, this paper firstly built a hierarchical trust evaluation index system. Then established a trust evaluation model for C2C e-commerce based on fuzzy sets theory. Finally this evaluation model was tested in an example, and it was proved that the model could be used to evaluate the trust status of C2C trading platform objectively. The model proposed in this paper can be not only used in C2C E-commerce but also applied in other autonomous trust management.