Toward a trust evaluation model for Shanghai E-Commerce Public Service Platform

With the development of e-commerce, trust plays the key role in the electronic trade. But now, there are still some shortcomings at the on-line evaluation mechanism. Based on the analysis of the trust relationship features, this paper raises the conceptual model, and proposes a new trust evaluation model for Shanghai e-commerce industry, considering multi-factors including time, money and domain. This model can provide reliable credit evaluation and help people to avoid the frauds in E-Commerce. Now, it has applied in Shanghai E-Commerce Public Service Platform.