A Fuzzy Trust Measurement Method for Mobile E‐Commerce

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A Fuzzy Trust Measurement Method for Mobile E‐Commerce Zhengying Cai1,a*, Jun Chen1,b, Yijun Luo1,c College of Computer and Information technology, China Three Gorges University, Yichang 443002, China

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*a

master_cai@163.com, b917136891@qq.com, c1932261722@qq.com

Abstract Today, lacking of trust and security is becoming a big obstacle to the application and postulation of the mobile commerce. Here the trust formation and operation of mobile commerce system are studied based on a fuzzy trust management model. Firstly, a trust evaluation model based on fuzzy mathematics is proposed, and related evaluated index system of mobile commerce system is built. Secondly, the fuzzy recommend and combined algorithm are presented, in order to gain a comprehensive trust value of the whole mobile commerce system. Thirdly, giving the fuzzy definition of nodes trust, the model can calculate local trust with fuzzy inference and obtain recommends from neighbor nodes. Lastly the proposed model is verified by an example. The proposed fuzzy trust management model can help us manage the security and reliability of mobile commerce system regardless of differences in enterprise culture and business types. Keywords Mobile E‐Commerce; Information Security; Trust Evaluation; Fuzzy Mathematics, Recommend

Introduction The trust and security problem is one the hardest problems in mobile commerce application, (Bhalaji, 2012; Chou, 2014; Hao et al, 2014; Abdel‐Halim et al., 2015). Since there are great uncertainty and subjective factors in mobile commerce system, the early researches mainly focused on mobile payment trust (Chou, 2014). It is showed that from the point of view of the original trust, the impacts of the two factors affected the performance and willingness of users (Chou, 2014). Trust benefits people who live in a risky and uncertain situation by providing means to decrease complexity, and it is the key to decision making, by which visualizing trust information can benefit users’ behavior and decisions (Suriavel et al., 2014; Wei et al., 2014). On the one hand, these researches provide empirical evidences to illustrate the coexistence of integrity trust and integrity distrust. Generally, if an individual trusts the integrity of a service provider, the cause is more likely to keep its promise of providing genuine and personalized mobile services by a substantial investment in location detection technologies (Wang et al., 2013). On the other hand, if the individual distrusts the integrity of a service provider, it is the subsequence of this investment, where the service provider has a strong incentive to cheat in order to justify the investment (Suriavel et al., 2014; Yang et al., 2015). However it is difficult to provide a theory framework of influence factors of consumersʹ trust for mobile commerce system, and there are several reasons as follows. Firstly, due to lack of punishment to malicious recommendation from referee nodes, enormous recommendation nodes with subjective malicious tendency are remained in network and they are constantly seeking the next criminal opportunity. Bhalaji (2012) provide a dynamic trust based method to mitigate greyhole attack in mobile Ad Hoc networks, and Zhang et al. (2013) verified the effects of location personalization on integrity trust and integrity distrust in mobile merchants. Secondly, the trust factors in mobile commerce system are very complex (Nilashi et al. 2015). For example, Liu et al. (2010) discussed negotiation support framework for establishing bilateral trust in mobile commerce, and then Liu et al. (2013) further considered a cloud‐based trust establishment protocol towards mobile commerce. Therefore, how to make quantified evaluation on these trust factors in different mobile commerce businesses is very difficult. Thirdly, the trust formation and transition mechanism of mobile commerce is unclear (Yang et al., 2015). Wang et al. (2013) studied the transition of electronic word‐of‐mouth services from web to mobile context, and built a trust International Journal of Engineering Practical Research, Vol. 4 No. 2‐October 2015 115 2326‐5914/15/02 115‐08, © 2015 DEStech Publications, Inc. doi: 10.12783/ijepr.2015.0402.02


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