Content-based Trust Mechanism for E-commerce Systems

被引：1
|
作者：
Zhang, Yu [1 ]
Chen, Huajun [1 ]
Jiang, Xiaohong [1 ]
Sheng, Hao [1 ]
Zhou, Linhua [1 ]
Yu, Tong [1 ]
机构：
[1] Zhejiang Univ, Hangzhou 310027, Peoples R China
来源：
2008 IEEE ASIA-PACIFIC SERVICES COMPUTING CONFERENCE, VOLS 1-3, PROCEEDINGS | 2008年
关键词：
D O I：
10.1109/APSCC.2008.86
中图分类号：
TP3 [计算技术、计算机技术];
学科分类号：
0812 ;
摘要：
Previous trust mechanisms are mainly focused on reputational models based on explicit trust ratings. However the large amount of system-provided and user-generated content published on Web is often ignored. These information is very important for providing more accurate, fine-grained and efficient trust management. In this paper we propose a content-based trust mechanism and introduce trust reasoning functionalities which can infer a user's interests and expertise. We present a new method to calculate user similarity based on their feedbacks on reviews to reduce data sparseness of User Similarity matrix. We pinpoint several characteristics of trust which have been overlooked previously: trust is field-dependant, similarity-sensitive, personalized and etc. we differ various trust levels between pairs of users to support more accurate and efficient trust calculation. Although we choose Epinions as our targeted application, the mechanism proposed in this paper are also applicable to other e-commerce systems.
引用
收藏
页码：1181 / 1186
页数：6
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