E-Commerce Trust Model Based on Perceived Risk

in the popularity of the Internet, e-commerce more and more into people's daily lives. E-commerce is different from the traditional forms of face to face trading patterns, which requires the users to have a good faith transaction. To detect the user's trustworthiness, models of reputation system have been proposed to the user's credibility to determine whether a transaction is feasible. Based on the previous reputation models and research, e-commerce trust model based on perceived risk(ECTMPR) is proposed in this paper. In the model perceived risk will be divided into six dimensions, by calculating the user's direct trust degree and recommendation trust degree, integrated into an end-user trust degree. By comparing the level of perceived risk and confidence levels to determine whether a transaction is carried out. Simulation experiments about malicious users and fraudulent users, show that the model can effectively improve the success percentage of e-commerce transactions, thus reducing losses.