A framework for trust modeling in multiagent electronic marketplaces with buying advisors to consider varying seller behavior and the limiting of seller bids
In this article, we present a framework of use in electronic marketplaces that allows buying agents to model the trustworthiness of selling agents in an effective way, making use of seller ratings provided by other buying agents known as advisors. The trustworthiness of the advisors is also modeled,...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Journal Article |
| Language: | English |
| Published: |
2013
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| Online Access: | https://hdl.handle.net/10356/101281 http://hdl.handle.net/10220/16711 |
| _version_ | 1826118836141686784 |
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| author | Zhang, Jie Cohen, Robin |
| author2 | School of Computer Engineering |
| author_facet | School of Computer Engineering Zhang, Jie Cohen, Robin |
| author_sort | Zhang, Jie |
| collection | NTU |
| description | In this article, we present a framework of use in electronic marketplaces that allows buying agents to model the trustworthiness of selling agents in an effective way, making use of seller ratings provided by other buying agents known as advisors. The trustworthiness of the advisors is also modeled, using an approach that combines both personal and public knowledge and allows the relative weighting to be adjusted over time. Through a series of experiments that simulate e-marketplaces, including ones where sellers may vary their behavior over time, we are able to demonstrate that our proposed framework delivers effective seller recommendations to buyers, resulting in important buyer profit. We also propose limiting seller bids as a method for promoting seller honesty, thus facilitating successful selection of sellers by buyers, and demonstrate the value of this approach through experimental results. Overall, this research is focused on the technological aspects of electronic commerce and specifically on technology that would be used to manage trust. |
| first_indexed | 2024-10-01T04:50:02Z |
| format | Journal Article |
| id | ntu-10356/101281 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T04:50:02Z |
| publishDate | 2013 |
| record_format | dspace |
| spelling | ntu-10356/1012812020-05-28T07:17:45Z A framework for trust modeling in multiagent electronic marketplaces with buying advisors to consider varying seller behavior and the limiting of seller bids Zhang, Jie Cohen, Robin School of Computer Engineering DRNTU::Engineering::Computer science and engineering In this article, we present a framework of use in electronic marketplaces that allows buying agents to model the trustworthiness of selling agents in an effective way, making use of seller ratings provided by other buying agents known as advisors. The trustworthiness of the advisors is also modeled, using an approach that combines both personal and public knowledge and allows the relative weighting to be adjusted over time. Through a series of experiments that simulate e-marketplaces, including ones where sellers may vary their behavior over time, we are able to demonstrate that our proposed framework delivers effective seller recommendations to buyers, resulting in important buyer profit. We also propose limiting seller bids as a method for promoting seller honesty, thus facilitating successful selection of sellers by buyers, and demonstrate the value of this approach through experimental results. Overall, this research is focused on the technological aspects of electronic commerce and specifically on technology that would be used to manage trust. 2013-10-23T06:00:34Z 2019-12-06T20:36:02Z 2013-10-23T06:00:34Z 2019-12-06T20:36:02Z 2013 2013 Journal Article Zhang, J.,& Cohen, R. (2013). A framework for trust modeling in multiagent electronic marketplaces with buying advisors to consider varying seller behavior and the limiting of seller bids. ACM transactions on intelligent systems and technology, 4(2), 1-22. 2157-6904 https://hdl.handle.net/10356/101281 http://hdl.handle.net/10220/16711 10.1145/2438653.2438659 en ACM transactions on intelligent systems and technology |
| spellingShingle | DRNTU::Engineering::Computer science and engineering Zhang, Jie Cohen, Robin A framework for trust modeling in multiagent electronic marketplaces with buying advisors to consider varying seller behavior and the limiting of seller bids |
| title | A framework for trust modeling in multiagent electronic marketplaces with buying advisors to consider varying seller behavior and the limiting of seller bids |
| title_full | A framework for trust modeling in multiagent electronic marketplaces with buying advisors to consider varying seller behavior and the limiting of seller bids |
| title_fullStr | A framework for trust modeling in multiagent electronic marketplaces with buying advisors to consider varying seller behavior and the limiting of seller bids |
| title_full_unstemmed | A framework for trust modeling in multiagent electronic marketplaces with buying advisors to consider varying seller behavior and the limiting of seller bids |
| title_short | A framework for trust modeling in multiagent electronic marketplaces with buying advisors to consider varying seller behavior and the limiting of seller bids |
| title_sort | framework for trust modeling in multiagent electronic marketplaces with buying advisors to consider varying seller behavior and the limiting of seller bids |
| topic | DRNTU::Engineering::Computer science and engineering |
| url | https://hdl.handle.net/10356/101281 http://hdl.handle.net/10220/16711 |
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