Trust Evaluation Model and Algorithm Based on Fuzzy Theory for E-commerce

Trust has become an important factor to restrict transactions between the network entities in e-commerce. How to judge the relationship of trust and measure the trust between the trading entities has become a serious problem. This article proposes a trust evaluation model based on fuzzy theory for the e-commerce, which solve the uncertainty and subjectivity of e-commerce entity during the processing of trust evaluation. And on this basis, we also improve the algorithm of trust, analyze and design the algorithm of comprehensive trust use fuzzy theory. The experiment and analysis results reveal that this model is both efficiency and objectivity.