Study on Recommended Trust Evaluation Model in C2C E-commerce Considering Consumer Purchasing Preference

This paper develops a recommended trust evaluation model in consideration with consumer purchasing preference in C2C e-commerce. Firstly, we analyze the three main aspects that influence the sellers´ trust in C2C e-commerce from product, service and consumer, on the basis of this, a new seller trust evaluation index system is established. Then, the evaluation information given by consumers with the same purchasing preference are integrated based on D-S evidence theory, so it can get the recommended trust degree for new consumer to make decision. Finally, an example is used to illustrate the use of the proposed method.