Abstract
The flexibility and convenience of mobile commerce is more in line with the needs of e-commerce in the new era, but it also brings a series of unique security issues in the mobile environment. The serious information asymmetry between the two sides of the transaction creates more opportunities for fraud. This has caused consumers to lose trust in the mobile commerce market. The phenomenon of mobile commerce fraud and lack of trust has become one of the main factors hindering the development of mobile commerce. The paper proposes a dynamic trust computing model which is based on mobile agent, which realizes the qualitative and quantitative conversion of trust. To stop malicious users from credit hype and deception, a special attribute evaluation method and trust punishment method are proposed. The new user trust degree assignment method has been improved, and a method of dynamically setting the initial trust degree of new users based on the minimum trust degree of the previous system is proposed, which resists the ruin behavior of abandoning the reputation data at random. By adopting the transaction evaluation system and weights. The system introduces a multi-factor mechanism. The model better reflects the influence of subjective factors such as individual preference and risk attitude on trust calculation, and enhances the sensitivity of trust algorithm in trading individual attributes. Detailed theoretical analysis and a large number of simulation experiments verify the mechanism can solve the problem of trust computing in mobile network transactions.
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Acknowledgement
Thanks to the online transaction data provided by Taobao Kaiwen Fila billion store. Thanks to the valuable comments from the review experts, which will improve the quality of this article. This work was supported by the National Natural Science Foundation of China (61472136; 61772196), the Hunan Provincial Focus Social Science Fund (2016ZDB006), Hunan Provincial Social Science Achievement Review Committee results appraisal identification project (Xiang social assessment 2016JD05) The authors gratefully acknowledge the financial support provided by the Key Laboratory of Hunan Province for New Retail Virtual Reality Technology (2017TP1026).
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Jiang, WJ., Chen, JH., Xu, YH., Wang, Y. (2019). Mobile Agent-Based Mobile Intelligent Business Security Transaction Model. In: Sun, Y., Lu, T., Xie, X., Gao, L., Fan, H. (eds) Computer Supported Cooperative Work and Social Computing. ChineseCSCW 2018. Communications in Computer and Information Science, vol 917. Springer, Singapore. https://doi.org/10.1007/978-981-13-3044-5_4
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