Dynamical trust and reputation computation model for B2C E-Commerce

Trust is one of the most important factors that influence the successful application of network service environments, such as e-commerce, wireless sensor networks, and online social networks. Computation models associated with trust and reputation have been paid special attention in both computer societies and service science in recent years. In this paper, a dynamical computation model of reputation for B2C e-commerce is proposed. Firstly, conceptions associated with trust and reputation are introduced, and the mathematical formula of trust for B2C e-commerce is given. Then a dynamical computation model of reputation is further proposed based on the conception of trust and the relationship between trust and reputation. In the proposed model, classical varying processes of reputation of B2C e-commerce are discussed. Furthermore, the iterative trust and reputation computation models are formulated via a set of difference equations based on the closed-loop feedback mechanism. Finally, a group of numerical simulation experiments are performed to illustrate the proposed model of trust and reputation. Experimental results show that the proposed model is effective in simulating the dynamical processes of trust and reputation for B2C e-commerce

Acceptance of Feedbacks in Reputation Systems: The Role of Online Social Interactions

In an online environment, the aim of reputation systems is to let parties rate each other and to help consumers in deciding whether to transact with a given party. In current reputation systems for e-commerce, users have to trust unreliable information sources and anonymous people. As a result, users are not only hesitant to trust online seller but also to reputation systems. Therefore, there is a need to improve current reputation systems by allowing users to make buying decision based on reliable source of information. This paper proposes a new approach of sharing knowledge and experience in reputation systems by utilizing social interactions. This study examines the potentials of integrating social relations information in reputation systems by proposing a model of acceptance of feedbacks in reputation systems

An E-Business Model Facilitating Service Provider Selection in B2C E-Commerce

The advent and expansion of the Internet and its applications, among them e-commerce, has provided new opportunities for the emergence of novel e-business models. A portion of these models are in the form of performing a mediatory role to provide some services for customers or businesses, and to facilitate transactions between them. In B2C e-commerce, often, a service consumer may supply his service demand from a range of providers and when he doesn\u27t have any transaction with many of them making an accurate decision becomes challenging. Therefore, he would need to interact with others to acquire relevant information. Current approaches for addressing this issue are generally rating-based and perform poorly. Recently, an experience-based approach has been proposed by ensoy et al [1]. This paper reviews this approach, analyzes its weaknesses and problems and proposes a new model to eliminate those problems, in which a third party assists the consumers in choosing their desired service providers

Enhancing Trust Management in Cloud Environment

AbstractTrust management has been identified as vital component for establishing and maintaining successful relational exchanges between e-commerce trading partners in cloud environment. In this highly competitive and distributed service environment, the assurances are insufficient for the consumers to identify the dependable and trustworthy Cloud providers. Due to these limitations, potential consumers are not sure whether they can trust the Cloud providers in offering dependable services. In this paper, we propose a multi-faceted trust management system architecture for cloud computing marketplaces, to support customers in identifying trustworthy cloud providers. This paper presents the important threats to a trust system and proposed a method for tackling these threats. It described the desired feature of a trust management system. It security components to determine the trustworthiness of e- commerce participants to helps online customers to decide whether or not to proceed with a transaction. Based on this framework, we proposed an approach for filtering out malicious feedbacks and a trust metric to evaluate the trustworthiness of service provider. Results of various simulation experiments show that the proposed multi-attribute trust management system can be highly effective in identifying risky transaction in electronic market places

EDOC2011 PhD Student Symposium Proceedings

Post-proceedings of the EDOC2011 PhD Student Symposium held in Helsinki 26.8.2011.Peer reviewe

Reputation based Buyer Strategies for Seller Selection in Electronic Markets

Reputation based adaptive buying agents that reason about sellers for purchase decisions have been designed for B2C ecommerce markets. Previous research in the area of buyer agent strategies for choosing seller agents in ecommerce markets has focused on frequent purchases. In this thesis, we present reputation based strategies for buyer agents to choose seller agents in a decentralized multi agent based ecommerce markets for frequent as well as infrequent purchases. We consider a marketplace where the behavior of seller agents and buyer agents can vary, they can enter and leave the market any time, they may be dishonest, and quality of the product can be gauged after actually receiving the product. Buyer agents exchange seller agents' information, which is based on their own experiences, with other buyer agents in the market. However, there is no guarantee that when other buyer agents provide information, they are truthful or share similar opinions. First we present a method for buyer agent to model a seller agent's reputation. The buyer agent computes a seller agent's reputation based on its ability to meet its expectations of product quality and price as compared to its competitors. We show that a buying agent acting alone, utilizing our model of maintaining seller agents' reputation and buying strategy does better than buying agents acting alone employing strategies proposed previously by other researchers for frequent as well as for infrequent purchases. Next we present two methods for buyer agents to identify other trustworthy buyer agent friends who are honest and have similar opinions regarding seller agents, based on sharing of seller agents' information with each other. In the first method, buyer agent utilizes other buyer agents' opinions and ratings of seller agents to identify trustworthy buyer agent friends. Reputation of seller agents provided by trustworthy buyer agent friends is adjusted to account for the differences in the rating systems and combined with its own information on seller agents to choose high quality, low priced seller agent. In the second method, buyer agent only utilizes other buyer agents' opinions of seller agents to identify trustworthy buyer agent friends. Ratings are assigned to seller agents by the buyer agent based on trustworthy friend buyer agents' opinions and combined with its own rating on seller agents to choose a high quality, low priced seller agent to purchase from. We conducted experiments to show that both methods are successful in distinguishing between trustworthy buyer agent friends, whose opinions should be utilized in decision making, and untrustworthy buyer agent friends who are either dishonest, or have different opinions. We also show that buyer agents using our models of identifying trustworthy buyer agent friends have higher performance than a buyer agent acting alone for infrequent purchases and for increasing numbers of sellers in the market. Finally we analyze the performances of buyer agents with risk taking and conservative attitudes. A buyer agent with risk taking attitude considers a new seller agent as reputable initially and tends to purchase from a new seller agent if they are offering the lowest price among reputable seller agents. A buyer agent with conservative attitude is cautious in its approach and explores new seller agents at a rate proportional to the ratio of unexplored seller agents to the all the seller agents who have sent bids. Our results show that, when buyer agents are making decisions based on their own information, a buyer agent with conservative attitude has the best performance. When buyer agents are utilizing information provided by their trusted friends, a buyer agent with risk taking attitude and using only trusted friend buyer agents' opinions of seller agents has the best performance. In summary, the main contributions of this dissertation are: 1.A new reputation based way to model seller agents by buyer agents based on direct interactions. 2.A protocol to exchange reputation information about seller agents with other buyer agent friends based on the friends' direct interaction with seller agents. 3.Two methods of identifying trustworthy buyer agent friends who are honest and share similar opinions, and utilizing the information provided by them to maximize a buyer agent's chances of choosing a high quality, low priced seller agent to purchase from

Safeguarding E-Commerce against Advisor Cheating Behaviors: Towards More Robust Trust Models for Handling Unfair Ratings

In electronic marketplaces, after each transaction buyers will rate the products provided by the sellers. To decide the most trustworthy sellers to transact with, buyers rely on trust models to leverage these ratings to evaluate the reputation of sellers. Although the high effectiveness of different trust models for handling unfair ratings have been claimed by their designers, recently it is argued that these models are vulnerable to more intelligent attacks, and there is an urgent demand that the robustness of the existing trust models has to be evaluated in a more comprehensive way. In this work, we classify the existing trust models into two broad categories and propose an extendable e-marketplace testbed to evaluate their robustness against different unfair rating attacks comprehensively. On top of highlighting the robustness of the existing trust models for handling unfair ratings is far from what they were claimed to be, we further propose and validate a novel combination mechanism for the existing trust models, Discount-then-Filter, to notably enhance their robustness against the investigated attacks

Risk and trust management for online distributed system

This thesis investigated the problem of strategic manipulation of feedback attacks and proposed an approach that makes trust management systems sufficiently robust against feedback manipulation attacks. The new trust management system enables potential service consumers to determine the risk level of a service before committing to proceed with the transaction