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Current reputation models lack the research on online auction trading completely so they cannot entirely reflect the reputation status of users and may cause problems on operability. To evaluate the user trust in online auction correctly, a trust computing model based on multiple influencing factors is established. It aims at overcoming the efficiency of current trust computing methods and the limitations of traditional theoretical trust models. The improved model comprehensively considers the trust degree evaluation factors of three types of participants according to different participation modes of online auctioneers, to improve the accuracy, effectiveness and robustness of the trust degree. The experiments test the efficiency and the performance of our model under different scale of malicious user, under environment like eBay and Sporas model. The experimental results analysis show the model proposed in this paper makes up the deficiency of existing model and it also has better feasibility.

Analysis on trust influencing factors and trust model from multiple perspectives of online Auction