A trust vector approach to transaction context-aware trust evaluation in e-commerce and e-service environments

Zhang, H, Wang, Y and Zhang, X 2012, 'A trust vector approach to transaction context-aware trust evaluation in e-commerce and e-service environments', in Chi-Sheng Shih, Sang H. Son (ed.) Proceedings of 2012 5th IEEE International Conference on Service-Oriented Computing and Applications (SOCA), Taipei, Taiwan, 17th-19th December 2012, pp. 1-8.


Document type: Conference Paper
Collection: Conference Papers

Title A trust vector approach to transaction context-aware trust evaluation in e-commerce and e-service environments
Author(s) Zhang, H
Wang, Y
Zhang, X
Year 2012
Conference name 2012 Fifth IEEE International Conference on Service-Oriented Computing and Applications (SOCA)
Conference location Taipei, Taiwan
Conference dates 17th-19th December 2012
Proceedings title Proceedings of 2012 5th IEEE International Conference on Service-Oriented Computing and Applications (SOCA)
Editor(s) Chi-Sheng Shih, Sang H. Son
Publisher IEEE
Place of publication United States
Start page 1
End page 8
Total pages 8
Abstract At some e-commerce websites (such as eBay), a trust value of a seller is computed based on the ratings of past transactions given by buyers, which can only reflect the general or global trust level of a seller without any transaction context information taken into account. As a result, a buyer may be easily deceived by a malicious seller in a forthcoming transaction. For example, with the notorious value imbalance problem, a malicious seller can build up a high trust level by selling cheap products and then start to deceive buyers in selling expensive products. In this paper, we first model all contextual transaction factors that reflect the nature of transactions, and thus influence the evaluation of transaction trust. In addition, instead of providing a single trust value, we propose a trust vector approach that takes into account the contextual factors in transactions. Our model systematically categorize these factors into service aspect and transaction aspect. In particular, the computation of the elements in this trust vector is associated with both the context of past transactions and the context of a forthcoming transaction, so as to comprehensively indicate the trust level of a seller for the forthcoming transaction. The computed trust vector can be taken as the reputation profile of the seller. Empirical studies illustrate that it is important and necessary to introduce contextual transaction factors in evaluating the trust level of sellers objectively
Subjects Pattern Recognition and Data Mining
Keyword(s) Trust computing
DOI - identifier 10.1109/SOCA.2012.6449461
Copyright notice © 2012 IEEE
ISBN 9781467347754
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