¹Qixin College, Zhejiang Sci-Tech University, Hangzhou 310018, China
²Department of Computer Science, School of Information Science and Technology, Zhejiang Sci-Tech University, Hangzhou, 310018, China
³China National Digital Switching System Engineering & Technological Research Center, Zhengzhou, 450002, China
⁴Department of Electronic Information Engineering, School of Information Science and Technology, Zhejiang Sci-Tech University, Hangzhou, 310018, China
⁵Institute of Software and Intelligent Technology, Hangzhou Dianzi University, Hangzhou, 310018, China

---

Abstract—E-commerce has grown rapidly worldwide over the course of the past five years. Despite appearance, ecommerce industry is faced with many challenges, among which trust is the biggest issue. In this paper, we take China’s largest C2C e-commerce platform–Taobao– as an example and focus on two disadvantages of current trust model: trust is easily manipulated by defrauders and trust dimensions prove insufficient. We propose to integrate various trust factors and build a dynamic trust model to deter trust fraud. In this paper, we identify the factors that affect trust in ecommerce platforms and make use of the Analytic Hierarchy Process (AHP) to determine the weights of the above factors for the trust model. We utilize concrete survey results of Taobao buyers rather than experts’ knowledge to determine the relative importance of these trust factors. Therefore, our proposed method will yield a practical solution to the trust problem of e-commerce industry.

Index Terms—trust factors, e-commerce, Analytic Hierarchy Process, trust model

[PDF]

Cite: Bo Li, Yu Zhang, Haoxue Wang, Haixia Xia, Yanfei Liu, Hangbo Zhou, Ming Jiang, "Combining various trust factors for e-commerce platforms using Analytic Hierarchy Process," Journal of Software vol. 9, no. 6, pp. 1604-1611, 2014.