## 2 State-Of-The-Art  
Trust is an important component of different social relationships such as interpersonal relations, economical relations, and so on. The conception of general trust has been researched in different academic disciplines such as philosophy, psychology, management, and economics [14, 19, 22, 36, 37, 55]. Trust in the Internet has some common and different characteristics with traditional theories of trust. To begin with, general research on trust is examined before the particularity of online trust is analyzed, with special emphasis on trust in B2C e-commerce. Ancient philosophers studied trust as part of human nature, and modern philosophers mainly study interpersonal trust and the morality of trust relationships. Political philosophers look at trust as having social value and benefits. Psychology mainly investigates interpersonal trust. Psychologists consider interpersonal trust to be an important concept in psychology and vital to personality development, cooperation, institutions, and society [56]. In management, trust is studied in organizational contexts. Trust is identified as one control mechanism that enables employees to work together more productively and effectively [57]. As for economics and marketing, trust is one of the components of consumer relation management (CRM) [8, 22, 58]. Disagreements as to definitions of trust occur for two reasons. First, trust is an abstract concept and is often used interchangeably with relative concepts such as reputation, credibility, and confidence. Second, trust is a multi-faceted concept that incorporates cognitive, emotional, and behavioral components. Following the above, trust and reputation models for the Internet environment will now be reviewed. Computational trust and reputation models in virtual societies were reviewed by [PERSON] and [PERSON] [55]. The authors listed some typical criteria by which main computational trust and reputation models are classified. The authors noted that reliability measures of the calculated trust and reputation values are not mentioned in previous methods, and few models proposed the links between trust and reputation. However, as we know, reputation is one of the most important ways to help build trust. Different trust and reputation models for Internet mediated service provisions were surveyed by [PERSON], [PERSON], and [PERSON] [4]. The authors discussed the notion of trust, the relationship of trust and reputation, and research agendas for trust and reputation. Different reputation network architectures are described. Reputationcomputation methods and some well-known commercial reputation systems are surveyed. Main problems and solutions of these models and systems are also mentioned. Main approaches to model reputation systems were reviewed by [PERSON], [PERSON] and [PERSON] [21]. The authors presented a new reputation model for the distributed reputation system in B2C e-commerce applications. The model considered several aspects that influence trust and reputation such as age of ratings, transaction value, credibility of referees, number of malicious incidents, and unfair ratings. Additionally, other aspects that affected online trading decisions such as trust-mark seals, payment intermediaries, privacy statements, security, and privacy strategies were also discussed [48, 49, 50, 51]. It is understood that the Internet provides opportunities at the same time as presenting numerous threats and risks. Reputation evaluation is one way to minimize threats. Reputation evaluation is usually performed through feedback reviews subsequent to transactions. However, the quality of feedback degraded the quality of reviews. An evaluation method for reviewing quality in terms of multiple metrics was presented by [PERSON] and [PERSON], [PERSON] and [PERSON] [53]. Based on the filtered reviews, a service reputation evaluation was proposed by [PERSON], [PERSON] and [PERSON] [18].