KSII Transactions on Internet and Information Systems (TIIS)

Korean Society for Internet Information (한국인터넷정보학회)
권호 표지
DOI QR코드

DOI QR Code

Computational Trust and Its Impact over Rational Purchasing Decisions of Internet Users

  • Noh, Sang-Uk (School of Computer Science and Information Engineering The Catholic University of Korea)
  • Received : 2010.04.19
  • Accepted : 2010.07.30
  • Published : 2010.08.27
Download PDF
⟨ Previous Next ⟩

Abstract

As web-based online communities are rapidly growing, the agents in the communities need to know their measurable belief of trust for safe and successful interactions. In this paper, we propose a computational model of trust resulting from available feedbacks in online communities. The notion of trust can be defined as an aggregation of consensus given a set of past interactions. The average trust of an agent further represents the center of gravity of the distribution of its trustworthiness and untrustworthiness. Furthermore, we precisely describe the relationships among reputation, trust and average trust through concrete examples showing their computations. We apply our trust model to online social networks in order to show how trust mechanisms are involved in the rational purchasing decision-making of buyers and sellers, and we summarize our simulation results.

Keywords

References

  1. J. Coleman, "Foundations of Social Theory," Harvard University Press, Cambridge, MA, 1990.
  2. R. Axelrod, "the Evolution of Cooperation, Basic Books," New York, 1984.
  3. S. Marsh, "Formalizing Trust as a Computational Concept," Ph.D. thesis, Department of Mathematics and Computer Science, University of Stirling, UK, 1994.
  4. L. Mui, "Computational Models of Trust and Reputation: Agents, Evolutionary Games, and Social Networks," Ph.D. thesis, Department of Electrical Engineering and Computer Science, Massachusetts Institute of Technology, USA, 2002.
  5. M. Kinateder and K. Rothermel, "Architecture and Algorithms for a Distributed Reputation System," Lecture Notes in Computer Science, vol. 2692, Springer-Verlag, Berlin Heidelberg New York, pp. 1-16, 2003.
  6. A. Daskalopulu, T. Dimitrakos, and T. Maibaum, "Evidence-Based Electronic Contract Performance Monitoring," INFORMS Journal of Group Decision and Negotiation, vol. 11, pp. 469-485, 2002. https://doi.org/10.1023/A:1020691116541
  7. A. Josang and S.J. Knapskog, "A Metric for Trusted Systems," in Proc. of the 21st National Information Systems Security Conf., Virginia, USA, 1998. Available: http://csrc.nist.gov/nissc/1998/papers.html.
  8. P. Resnick and R. Zeckhauser, "Trust Among Strangers in Internet Transactions: Empirical Analysis of eBay's Reputation System," The Economics of the Internet and E-Commerce, Michael R. Baye, editor, vol. 11 of Advances in Applied Microeconomics, Amsterdam, Elsevier Science, pp. 127-157, 2002.
  9. J. Sabater and C. Sierra, "Review on Computational Trust and Reputation Models," Artificial Intelligence Review, vol. 24, no. 1, pp. 33-60, 2005. https://doi.org/10.1007/s10462-004-0041-5
  10. J. Golbeck, "Trust and Nuanced Profile Similarity in Online Social Networks," ACM Transactions on the Web, vol. 3, issue 4, pp. 1-33, Sep. 2009.
  11. L.I. Kuncheva, J.C. Bezdek, and R. Duin, "Decision Templates for Multiple Classifier Fusion: An Experimental Comparison," Pattern Recognition, vol. 34, pp. 299-314, 2001. https://doi.org/10.1016/S0031-3203(99)00223-X
  12. A.P. Dempster, "A Generalization of Bayesian Inference," Journal of the Royal Statistical Society, Series B, vol. 30, pp. 205-247, 1968.
  13. G. Shafer, "Perspectives on the Theory and Practice of Belief Functions," International Journal of Approximate Reasoning, vol. 3, pp. 1-40, 1990.
  14. G. Shafer and J. Pearl (eds.), Readings in Uncertain Reasoning, Chapter 3 Decision Making and Chapter 7 Belief Functions, Morgan Kaufmann Publishers, 1990.
  15. L.A. Zadeh, "Review of Books: A Mathematical Theory of Evidence," AI Magazine, vol. 5, no. 3, pp. 81-83, 1984.
  16. S. Braynov and T. Sandholm, "Contracting with Uncertain Level of Trust," Computational Intelligence, vol. 18, no. 4, pp. 501-514, 2002. https://doi.org/10.1111/1467-8640.00200
  17. J. Nash, "The Bargaining Problem," Econometrica, vol. 28, pp. 155-162, 1950.