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ISBN 978-952-5726-09-1 (Print)
Proceedings of the Second International Symposium on Networking and Network Security (ISNNS ’10)
Jinggangshan, P. R. China, 2-4, April. 2010, pp. 271-274
Cloud Trust Model in E-Commerce
Min Wu
Jiaxing College, Jia Xing, China
Email: swjtu_wm@163.com
Abstract—Trust is one of the most important concerns in the
E-commerce’development. In view of the significance of
trust management in E-commerce, a model of trust in
Electronic commerce based on the cloud computing is
prospered in the paper. The Cloud Trust Model (CTM)
offers cloud trust services to solve the issues of trust
management in E-commerce,such as the computing of .
social network analysis (SNA).
Index Terms—Electronic Commerce , Trust Model , Cloud
Computing , SNA
I. INTRODUCTION
During the Internet age, online environment is now
part of everyday life. As a result, Web applications have
become a major tool for connecting consumers, partners,
and employees to company applications using the
Internet as an open and global network.E-commerce is a
popular and growing Web application which enables
customers to achieve a variety of purposes and services.
Electronic commerce lets companies integrate internal
and external business processes through information and
communication technologies. Companies conduct these
business processes over intranets, extranets, and the
Internet. E-commerce lets businesses reduce costs, attain
greater market reach, and develop closer partner
relationships. Numerous e-commerce companies have
created very profitable businesses since pioneering
e-commerce traders (such as Amazon.com) emerged.
However, using the Internet as the underlying backbone
network has led to new risks and concerns. Often,
industry analysts cite trust and security as the main
hurdles in growing e-commerce.[1][2]
In the abstract sense, trust is the extent to which one
party measures the other party’s willingness and ability to
act in the measuring party’s interest.[3] The notion of
trust varies in different contexts. Broadly speaking, there
are two classes of trust computing: security-oriented trust
computing and non-security-oriented trust computing. [4]
In consequence, security can be regarded as one of the
trust issues.
In security-oriented trust computing, trust provides a
mechanism for enhancing security, covering issues of
authentication, authorization, access control, and privacy.
[4]Trust is the degree by which a target object (such as
software, a device, a server, or any data they deliver) is
considered secure.
Reputation-based trust evaluation correlates to
non-security-oriented trust computing. In general, a
service gains a good reputation after it has accumulated
good quality services over a long time period. The
evaluation is usually based on customer ratings. However,
to compute the final reputation value correctly, studies on
relationships among raters and ratees are necessary, and
might help reduce the rating noise (which we discuss
further later on) and obtain more objective trust
results.[5]
We can view security-oriented trust and
non-security-oriented trust as the trust in EC respectively
from a technological perspective and a systemic
perspective. In this paper, we will discuss mainly the
latter.
II. CATEGORY OF TRUST EVALUATION
Three are three types of trust management in EC
according to trust management architecture.
A. Centralized Trust Management
Centralized trust management system puts up a
centralized management server, in which service clients
or buyers report ratings to a trust authority after
transactions. The server manages service providers’ and
clients’ portfolio data as well as service providers’ trust
data. Some well-known e-commerce websites have taken
Centralized trust management system to build up trust,
such as eBay and Taobao set forth internal credit rating
mechanisms.
For purposes of E-Commerce, we can define a
trusted third party as a widely accepted, reliable,
independent, and highly secure entity that generates trust
through attestation or certification.[2]Compared with the
legal mechanism, credit mechanism is a kind of
lower-cost mechanism, which can also apply to
E-Commerce environment. [6] To guarantee security and
reliability of e-commerce, dozens of third-party online
authorities has been fostered out of the legal framework,
among which the online authentication institution
through guarantee or implementation supervision by a
third party to prevent deceptive acts is the most effective.
One of the most typical third-party payment method is
‘Zhi-Fu-Bao’, which has applied by many web sites. At
Taobao, after each transaction, a buyer can give feedback
to the system about the seller’s service quality that can
be positive, neutral, or negative. Taobao stores this rating
at a centralized management location. It calculates the
feedback score via S = P – N, where P is the number of
positive ratings left by members (customers) and N is the
number of negative ratings. Taobao displays the S value
on the seller’s Web page. Another value R = (P – N)/(P
+ N) (1 ≥ R ≥ 0) is the positive feedback rate.
B. Decentralized Trust Management
A decentralized (such as P2P) architecture trust
management, which also has its benefits.[7]The typic
example of the decentraliazed trust management of
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