Give rookies a chance: A trust-based institutional online supplier recommendation framework
Date
2012
Authors
Jiao, H.
Liu, J.
Li, J.
Liu, C.
Editors
Gritzalis, D.
Furnell, S.
Theoharidou, M.
Furnell, S.
Theoharidou, M.
Advisors
Journal Title
Journal ISSN
Volume Title
Type:
Conference paper
Citation
IFIP Advances in Information and Communication Technology, 2012 / Gritzalis, D., Furnell, S., Theoharidou, M. (ed./s), vol.376 AICT, pp.400-411
Statement of Responsibility
Conference Name
27th IFIP TC11 International Information Security and Privacy Conference (IFIP SEC) (4 Jun 2012 - 6 Jun 2012 : GREECE, Heraklion)
Abstract
Trust and reputation systems are widely adopted to help online consumers choose trustworthy suppliers. One problem is that consumers are only attracted by high-reputation holders, which disadvantages the newcomers entering the market, even they provide better goods or services. In this paper, we propose an online supplier selection model in which online consumers interact with a web institution, where online suppliers are registered in, and the web institution will recommend trustworthy suppliers according to a trust-based algorithm. This new recommendation model finds a balance point between minimizing the defective interactions as well as granting opportunities to newcomers. In addition, it saves consumers' efforts to look for trustworthy suppliers. We propose a framework to help realize the new interaction mode. We also use experiments to show its effectiveness.
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Copyright 2012 IFIP International Federation for Information Processing