The Evaluation Model of Transaction Trust in online Group-buying Based on Transaction History Information

Trust is an vital factor affecting online transaction. This paper presents an evaluation model of transaction trust based on transaction history information including past transaction amounts, transaction dates and rates of favorable comments, which can widen the applicability of the trust evaluation model. Some case studies are given to testify the effectiveness of the evaluation model presented in this paper. The results mainly show that (1) the new transaction with positive category difference of transaction amounts will have higher transaction risk than that with negative category difference of transaction amounts;(2) the bigger the absolute value of category difference of transaction amounts is, the higher the transaction risk is;(3) the farther the transaction date of the past transaction is from the new transaction, the smaller the impact on the risk of the new transaction is.