AReputationPro: The Efficient Approaches to Contextual Transaction Trust Computation in E-Commerce Environments

In e-commerce environments, the trustworthiness of a seller is utterly important to potential buyers, especially when a seller is not known to them. Most existing trust evaluation models compute a single value to reflect the general trustworthiness of a seller without taking any transaction context information into account. With such a result as the indication of reputation, a buyer may be easily deceived by a malicious seller in a transaction where the notorious value imbalance problem is involved, i.e., a malicious seller accumulates a high level reputation by selling cheap products then deceives buyers by inducing them to purchase more expensive products. In this paper, we first present a trust vector consisting of three values for Contextual Transaction Trust (CTT). In the computation of CTT values, three identified important context dimensions, including Produc