To solve problems of trust evaluation for a commodity without rating or few ratings in e-commerce system, a trust bootstrapping model employed to recommend new commodities was presented. Attribute comparison was applied to obtain trust value through comparing the attribute value declared of the commodity to the attributes of other commodities whose rating trust values could be computed. Trust transitivity was used to obtain trust value through aggregating the rating trust values of other commodities in the same shop. The evaluation of the credible degree of rates reduced the damage of malicious rates and promoted the accuracy of trust values. Analysis and experimental results showed that the proposed trust bootstrapping model could achieve the forecast target and the proposed method has obvious advantages compared to other methods.
