Implicit user credibility extraction for reputation rating mechanism in B2C e-commerce. (15th January 2008)

• Record Type: Journal Article
• Authors: Cho, Jinhyung; Kwon, Kwiseok; Park, Yongtae
• Is Part Of: International journal of intelligent information and database systems. Volume 1:Number 3/4(2007)
• Page Start: 247
• Page End: 263
• Publication Date: 2008-01-15
• Subjects: reputation systems -- B2C e-commerce -- rating mechanisms -- implicit reputation -- source credibility models -- electronic commerce -- user credibility -- trust; Database management -- Computer programs -- Periodicals; Information retrieval -- Computer programs -- Periodicals; Information storage and retrieval systems -- Computer programs -- Periodicals; Artificial intelligence -- Periodicals; Expert systems (Computer science) -- Periodicals; Intelligent agents (Computer software) -- Periodicals; 006.33
• Languages: English
• ISSNs: 1751-5858

Abstract

Reputation systems are emerging as one of the promising solutions for building trust among market participants in e-commerce. Finding ways to avoid or reduce the influence of unfair ratings is a fundamental problem in reputation systems. We propose an implicit reputation rating mechanism suitable for B2C e-commerce. The conceptual framework of the mechanism is based on the source credibility model in consumer psychology. We have experimentally evaluated the performance of the mechanism by comparing with the other benchmark rating mechanisms. The experimental results provide evidence that the general users' opinions can be predicted more effectively by only a small number of users selected by our proposed mechanism.