An improved trust model in agent-mediated E-commerce

Trust is a fundamental issue in multiagent systems, especially in agent-mediated e-commence. The trust model plays an important role in determining who and how to interact in open and dynamic environments. To this end, many trust models have been developed. Based on the confidence–reputation model proposed by other researchers, an improved trust model is discussed. The original model was enhanced in two aspects: (1) when evaluating the trustworthiness of target agents, the reliability of the witness itself is taken into account and further aggregated by Dempster-Shafer evidence theory and (2) the ontological property of trust is considered, which implies that trust can be calculated more precisely. A case study is provided to show the effectiveness of the improved model.