Dynamic weighted trust evaluation model for C2C electronic commerce based on bidirectional authentication mechanism

C2C e-commerce is more special in several e-commerce modes, both trade sides are retail customers, the credit problems depend on the management coming from the third party trading platform entirely, lacks of initiative in this management, and the one-way real-name certification leads to the problem of asymmetric credit in C2C transactions, credit asymmetry is the root of a lot of credit problems in C2C transactions. To this end, in this paper the dynamic weighted trust evaluation model based on bidirectional authentication mechanism is established, and in order to solve the inconvenience comes from buyer real-name authentication, this model put forward a unified platform for buyer's, the problem of asymmetric credit is solved well, at the same time to ensure the convenience of authentication and the confidentiality of information, unified authentication management is good for integrating various trading platform, makes certification more reliable. In this model all the factors affecting credit will be considered synthetically, including the transaction amount, transaction time, evaluation user types etc, effective to identify the type of evaluation users, it is well to reduce all the behaviors such as credit hype and fraudulent trading etc, the calculation results of credit finally will be reflected by dynamic graph, makes the evaluation results more intuitive and easy to understand credit trend of evaluated user. © 2014 SERSC.