A familiarity-based trust model for effective selection of sellers in multiagent e-commerce systems

Abstract

In electronic marketplaces, trust is modeled, for instance, in order to allow buying agents to make effective selection of selling agents. Familiarity is often considered to be an important factor in determining the level of trust. In previous research, familiarity between two agents has been simply assumed to be the similarity between them. We propose an improved familiarity measurement based on the exploration of factors that affect a human's feelings of familiarity. We also carry out experiments to show that the trust model with our improved familiarity measurement is more effective and more stable.

Effect of influential users on recommendation

“…Some other researches [1], [7] that also revealed the importance of experience in trust evaluation, also showed that familiarity factor can be used to evaluate trust between two or more parties.…”

“…Therefore, familiarity is a foundation for trusting within a community of users. Other factors which affect familiarity, mentioned in [7], include the frequency of occurrence and the descriptive level of items. For instance, if a person continues to purchase a particular item, he or she will get too familiar with every descriptive actions or meaningful words for that item.…”

Social Trust in a Familiar Community

“…Previous research work in [15] used both Familiarity and Experience as parameters for modelling trust. The familiarity value was initially measured based on the work by Carter & Ghorbani [1], where similarity values were also considered in the measurement, since two individuals can become friends when they have similar characteristics or behaviour.…”

“…These similarity values were used in [15] to initialize familiarity when an individual (for example, a customer) u has not had any encounter before with another individual (selling agent) a. Thus, the initial familiarity F o(u,a) was then evaluated by considering other previous engagements the individual u had with other individuals (selling agents) a i , using weighted average functions (as shown in equation (2)) [15].…”

The Influence of Technology, Environment and User Acceptance on the Effectiveness of Information System Project Selection Using SEM

“…If the model implements the specific software selection projects at a faster rate, it said to be efficient. The effectiveness of decision support in the selection of the project leads to the improvement of quality (Meade & Presley, 2002;Zhang, Ghorbani & Cohen, 2007) and with quality, there will be added value to the decision. The factors affecting the quality of project selection include: technology, economics, organization and environment.…”