Trust relationship modelling in E-commerce-based social network

Zaobin Gan; Juxia He; Qian Ding; Vijay Varadharajan

doi:10.1109/CIS.2009.184

Trust relationship modelling in E-commerce-based social network

Zaobin Gan^*, Juxia He, Qian Ding, Vijay Varadharajan

^*Corresponding author for this work

School of Computing

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

9 Citations (Scopus)

Abstract

In multi-agent-based e-commerce environments, like a social network, it is critical for buying agents to build trust with the selling agents in the virtual E-marketplaces so as to mitigate the possible harm inflicted by any dishonest sellers. However, traditional approaches for establishing trust in the physical world can no longer be used. This paper introduces a graphical representation approach to uncover the existing social trust network in the virtual E-marketplaces. Firstly, it presents some notations of the graphical description approach. Secondly it discusses how to reconstruct the trust network in terms of the trust commonsense in people's daily life.

Original language	English
Title of host publication	2009 International Conference on Computational Intelligence and Security
Editors	Lisa O’Conner
Place of Publication	Piscataway, NJ
Publisher	Institute of Electrical and Electronics Engineers (IEEE)
Pages	206-210
Number of pages	5
Volume	1
ISBN (Electronic)	9781424454129
ISBN (Print)	9780769539317, 9781424454112
DOIs	https://doi.org/10.1109/CIS.2009.184
Publication status	Published - Dec 2009
Event	2009 International Conference on Computational Intelligence and Security, CIS - 2009 - Beijing, China Duration: 11 Dec 2009 → 14 Dec 2009

Other

Other	2009 International Conference on Computational Intelligence and Security, CIS - 2009
Country/Territory	China
City	Beijing
Period	11/12/09 → 14/12/09

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10.1109/CIS.2009.184

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title = "Trust relationship modelling in E-commerce-based social network",

abstract = "In multi-agent-based e-commerce environments, like a social network, it is critical for buying agents to build trust with the selling agents in the virtual E-marketplaces so as to mitigate the possible harm inflicted by any dishonest sellers. However, traditional approaches for establishing trust in the physical world can no longer be used. This paper introduces a graphical representation approach to uncover the existing social trust network in the virtual E-marketplaces. Firstly, it presents some notations of the graphical description approach. Secondly it discusses how to reconstruct the trust network in terms of the trust commonsense in people's daily life.",

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publisher = "Institute of Electrical and Electronics Engineers (IEEE)",

address = "United States",

note = "2009 International Conference on Computational Intelligence and Security, CIS - 2009 ; Conference date: 11-12-2009 Through 14-12-2009",

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Gan, Z, He, J, Ding, Q & Varadharajan, V 2009, Trust relationship modelling in E-commerce-based social network. in L O’Conner (ed.), 2009 International Conference on Computational Intelligence and Security. vol. 1, 5376634, Institute of Electrical and Electronics Engineers (IEEE), Piscataway, NJ, pp. 206-210, 2009 International Conference on Computational Intelligence and Security, CIS - 2009, Beijing, China, 11/12/09. https://doi.org/10.1109/CIS.2009.184

Trust relationship modelling in E-commerce-based social network. / Gan, Zaobin; He, Juxia; Ding, Qian et al.
2009 International Conference on Computational Intelligence and Security. ed. / Lisa O’Conner. Vol. 1 Piscataway, NJ: Institute of Electrical and Electronics Engineers (IEEE), 2009. p. 206-210 5376634.

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

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AB - In multi-agent-based e-commerce environments, like a social network, it is critical for buying agents to build trust with the selling agents in the virtual E-marketplaces so as to mitigate the possible harm inflicted by any dishonest sellers. However, traditional approaches for establishing trust in the physical world can no longer be used. This paper introduces a graphical representation approach to uncover the existing social trust network in the virtual E-marketplaces. Firstly, it presents some notations of the graphical description approach. Secondly it discusses how to reconstruct the trust network in terms of the trust commonsense in people's daily life.

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Y2 - 11 December 2009 through 14 December 2009

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Trust relationship modelling in E-commerce-based social network

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