Consumer Dynamic Trust Calculation in Social Commerce Based on Extended Subjective Logic

This study addresses the challenge of quantifying consumer trust in social commerce, where information from various sources abounds. We adapt Jøsang's subjective logic model, commonly used in computer science, to evaluate customer trust. The paper discusses the model's applicability and limitations in social commerce trust assessment and suggests improvements. Simulation analysis shows the enhanced model's effectiveness in measuring trust. The research provides social commerce platforms with a tool for trust evaluation and offers insights for subjective trust assessment in other fields.