Title: Implicit user credibility extraction for reputation rating mechanism in B2C e-commerce

Authors: Jinhyung Cho, Kwiseok Kwon, Yongtae Park

Addresses: Department of Mobile Internet Engineering, School of Computer and Information Engineering, Dongyang Technical College, 62-160 Gochuk-dong, Guro-gu, Seoul 152-714, Republic of Korea. ' Interdisciplinary Graduate Program of Technology and Management, College of Engineering, Seoul National University, San 56-1 Sillim-dong, Gwanak-gu, Seoul 151-742, Republic of Korea. ' Department of Industrial Engineering, College of Engineering, Seoul National University, San 56-1 Sillim-dong, Gwanak-gu, Seoul 151-742, Republic of Korea

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.

Keywords: reputation systems; B2C e-commerce; rating mechanisms; implicit reputation; source credibility models; electronic commerce; user credibility; trust.

DOI: 10.1504/IJIIDS.2007.016679

International Journal of Intelligent Information and Database Systems, 2007 Vol.1 No.3/4, pp.247 - 263

Published online: 14 Jan 2008 *

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