关键词: 可接受度, 风险, 信誉, 电子商务

Abstract: This paper proposes a novel electronic commerce evaluation model combined with subjective trust factor and objective risk factor. The model synthesizes trust and risk to acquire the acceptable extent which is used to decide whether bargain or not. This new model gives full consideration to subjective and objective factors that affect trading process, which can improve the accuracy of decision-making, and prevent attacks of malicious entities effectively. Experimental results show that the new electronic commerce evaluation model can effectively improve the security of making online trade.

Key words: acceptable extent, risk, reputation, electronic commerce