The widespread use of the Internet and evaluater-based technologies has transformed the way business is conducted. Traditional offline businesses have increasingly become online, and there are new kinds of businesses that solely exist online. Unlike offline business environments, interpersonal trust is generally lacking in online business settings. Trading partners might feel insecure about the exchange of products and services over the net as they have limited information about each other's reliability or about the product quality. Considering that enough trust needs to be created to get the online buyer and seller to take actions, trust is a precious asset in online transactions. In order to address the issue of evaluating trust and reputation in online transaction environments, this paper makes use of a social network that graphically represents interpersonal relationships. This paper proposes computational models that systematically evaluate the quantitative level of trust and reputation based on the social network. A method that combines the evaluated trust and reputation levels is also proposed to increase the reliability of online transactions.
Publié le : 2015-02-10
Classification:
Knowledge and Information Engineering,
Social network, trust, reputation, online transaction, e-commerce, fuzzy logic,
68M10
@article{cai1210,
author = {Sunhong Kim; School of Computer Science and Engineering, Chung-Ang University, Seoul 156-756 and Wookju Ha; School of Computer Science and Engineering, Chung-Ang University, Seoul 156-756 and Jiwan Seo; School of Computer Science and Engineering, Chung-Ang University, Seoul 156-756 and Sangyoung Han; School of Computer Science and Engineering, Chung-Ang University, Seoul 156-756 and Mucheol Kim; A Group of Industry-University Cooperation, Sungkyul University, 53, Sungkyuldaehak-ro, Manan-gu, Anyang},
title = {A Method of Evaluating Trust and Reputation for Online Transaction},
journal = {Computing and Informatics},
volume = {33},
number = {3},
year = {2015},
language = {en},
url = {http://dml.mathdoc.fr/item/cai1210}
}
Sunhong Kim; School of Computer Science and Engineering, Chung-Ang University, Seoul 156-756; Wookju Ha; School of Computer Science and Engineering, Chung-Ang University, Seoul 156-756; Jiwan Seo; School of Computer Science and Engineering, Chung-Ang University, Seoul 156-756; Sangyoung Han; School of Computer Science and Engineering, Chung-Ang University, Seoul 156-756; Mucheol Kim; A Group of Industry-University Cooperation, Sungkyul University, 53, Sungkyuldaehak-ro, Manan-gu, Anyang. A Method of Evaluating Trust and Reputation for Online Transaction. Computing and Informatics, Tome 33 (2015) no. 3, . http://gdmltest.u-ga.fr/item/cai1210/