Efficient contextual transaction trust computation in E-commerce environments

Haibin Zhang*, Yan Wang, Xiuzhen Zhang

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

15 Citations (Scopus)

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.

Original languageEnglish
Title of host publicationProceedings
Subtitle of host publicationthe 11th IEEE International Conference on Trust, Security and Privacy in Computing and Communications (TrustCom 2012), the 11th IEEE International Conference on Ubiquitous Computing and Communications (IUCC 2012): 25-27 June 2012, Liverpool, UK
EditorsGeyong Min, Yulei Wu, Lei (Chris) Liu, Xiaolong Jin, Stephen Jarvis, Ahmed Al-Dubai
Place of PublicationPiscataway, NJ
PublisherInstitute of Electrical and Electronics Engineers (IEEE)
Pages318-325
Number of pages8
ISBN (Print)9780769547459
DOIs
Publication statusPublished - 2012
Event11th IEEE International Conference on Trust, Security and Privacy in Computing and Communications, TrustCom-2012 - Liverpool, United Kingdom
Duration: 25 Jun 201227 Jun 2012

Other

Other11th IEEE International Conference on Trust, Security and Privacy in Computing and Communications, TrustCom-2012
CountryUnited Kingdom
CityLiverpool
Period25/06/1227/06/12

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  • Cite this

    Zhang, H., Wang, Y., & Zhang, X. (2012). Efficient contextual transaction trust computation in E-commerce environments. In G. Min, Y. Wu, L. C. Liu, X. Jin, S. Jarvis, & A. Al-Dubai (Eds.), Proceedings: the 11th IEEE International Conference on Trust, Security and Privacy in Computing and Communications (TrustCom 2012), the 11th IEEE International Conference on Ubiquitous Computing and Communications (IUCC 2012): 25-27 June 2012, Liverpool, UK (pp. 318-325). [6295991] Piscataway, NJ: Institute of Electrical and Electronics Engineers (IEEE). https://doi.org/10.1109/TrustCom.2012.139