Research Article
A Survey on Trust Evaluation in E-commerce
@INPROCEEDINGS{10.4108/eai.18-6-2016.2264177, author={Yuquan Zhu and Zheng Yan}, title={A Survey on Trust Evaluation in E-commerce}, proceedings={The 3rd International Workshop on Data, Text, Web, and Social Network Mining}, publisher={ACM}, proceedings_a={DTWSM}, year={2016}, month={12}, keywords={trust evaluation; e-commerce; trust management; reputation; credibility}, doi={10.4108/eai.18-6-2016.2264177} }- Yuquan Zhu
Zheng Yan
Year: 2016
A Survey on Trust Evaluation in E-commerce
DTWSM
ACM
DOI: 10.4108/eai.18-6-2016.2264177
Abstract
E-commerce is becoming a popular and growing industry in which buyers and sellers are trading with each other on the Internet. A large number of E-commerce companies have created very profitable businesses since E-commerce Web sites (such as JD.com, eBay.com) or pioneering E-commerce traders (such as Taobao.com, Amazon.com) showed up more than 10 years ago. One of the most important factors that impact the success of E-commerce is ensuring security and trust. Undoubtedly, in lack of trust as a key element of online business communications, E-commerce will face a lot of challenges. Trust evaluation plays an important role in E-commerce for evaluating trust relationship between enterprises and customers, which assists on providing qualified services and enhancing user privacy and security. However, current literature still lacks a comprehensive study on trust evaluation in E-commerce. In this paper, we propose review criteria of trust evaluation in E-commerce and survey the current literature by analyzing its advantages and shortcomings according to the proposed criteria. At last, we discuss unsolved issues and current challenges and propose future research trends in the area of trust evaluation in E-commerce.