Evaluating Model of Buyers´ Reputation in C2C E-Commerce

Trust is one of the most important factors in e-commerce, and this paper builds a mean model to assess reputation of buyers. Our method is based on the two aspects of traded and returned goods. By introducing transaction value factor and return rate factor, the model improves the feedback rates of sellers. The reputation of buyers is eventually represented by a three-dimensional array. Simulation experiments evaluated different buyers and a buyer different period dynamic reputation. Compared with existing rating models, this model is more effective and can increase the ability to resist fraud.