Aiming at the problem of trust between buyers and sellers in online shopping, the paper establishes the subjective reputation model based on recommendation. The model not only introduces objective factors such as transaction time,transaction amount and trust recommend credibility, but also introduces subjective factors such as the first impression.The simulation experiments based on Matlab show that the Zi → jmodel can guarantee transaction success rate of more than 0.8 especially in large-scale deal, moreo...
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