A Dynamic Trust Evaluation Model on C2C Marketplaces

Today more and more users on C2C marketplaces turn to be professional sellers and their online stores become more like B2C websites. Since that, many C2C marketplaces introduced the trust evaluation model based on B2C to evaluate the credibility of each online store, like Taobao proposed the dynamic score in 2009. But the dynamic score had limitations on some aspects and aroused many criticisms. In this paper we analyzed the developing trend of C2C marketplace in China, and discussed the problems the present trust evaluating system faced. Base on that, we presented a dynamic model to evaluating the credibility of each store on C2C marketplaces. This model considered all the transaction factors and AHP was adopted to calculate the trust of transaction. Meanwhile, according the former researches, the current transaction records more than the history records, so a penalty/compensation function was introduced to describe the trust score will change with the time. This dynamic model will help to establish a credible environment on C2C marketplaces.