A trust evaluation fluctuation model in the e-commerce

E-commerce is becoming the main shopping way. The trust decision-making is the most important factor which decides whether the transaction is successful or not. How to offer people an accurate and objective trust is a basic issue that scholars must face and solve. Volatility can measure the stability of a set of data and help us avoid risk to some extent. In order to prevent fraud and deception, this paper proposes a trust evaluation fluctuation model based on historical rating data. A new reward and punishment mechanism is added into the model. The results of simulation experiments prove the practicality and validity of the model.