The approaches to contextual transaction trust computation in e‐Commerce environments

Abstract

Abstract-In e-commerce environments, trust is a dominating factor in seller selection. Most existing trust evaluation studies compute a single value to reflect the "general" or "global" trust level of a seller provider without any contextual transaction 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 starts to deceive buyers in selling expensive products. To detect this problem and avoid massive monetary losses of buyers, trust evaluation should be associated with both past transactions and the new one, and take transaction context into account. In particular, the computed trust result should outline the seller's reputation profile indicating the trust level in a specific product or a product category, a price range, a time period or any necessary combination of them. However, this need requires complex computation and thus new data structures and efficient algorithms. In this paper, we design a new data structure to support the CTT computation in e-commerce environments. In addition, based on the new data structures, we further propose an approach for promptly responding to a buyer's CTT query. The conducted experiments illustrate that our proposed structure and approach can yield much shorter computation time than the existing approaches.

Dynamical Trust and Reputation Computation Model for B2C E-Commerce

“…In order to describe the total trust computation model clearly, we give a discrete difference formulate of total trust, direct trust, and reputation. In the following equations, time variable t is with the unit step such as 1 …”

“…The Internet easily broadcasts information. However, websites of SMEs have relatively low degrees of trust and reputation [1][2][3][4][5]. Trust is one of the most important factors that influences the successful application of network service environments such as e-commerce, wireless sensor networks, and online social networks, and so on [6][7][8].…”

“…Trust is one of the most important factors that influences the successful application of network service environments such as e-commerce, wireless sensor networks, and online social networks, and so on [6][7][8]. How to improve the degree of trust and establish a reputation in online marketplaces is critical for these enterprises [1,[9][10][11][12]. Computation models associated with trust and reputation are becoming focal issues in computer societies, management societies, and service science in recent years [13][14][15][16][17][18][19][20][21][22][23][24][25].…”

A Novel Model for Contextual Transaction Trust Computation with Fixed Storage Space in E-Commerce and E-Service Environments

“…In particular, the CTT computation is further modeled as an extended RA (Range Aggregate) problem. In addition, in [25], we improve the work in [23]. Specifically, a new product category hierarchy with seven layers is introduced (see Section III) to support finer-grained analysis of contextual transaction trust, and then eaR-tree, eaP-tree and eH-tree are proposed for efficient CTT computation.…”

“…Moreover, the comprehensive solutions for CTT computation have been proposed in [25]. In particular, CTT computation is first modeled as an extended RA (Range Aggregate) problem in data warehousing.…”