REPRESENTATION OF E-COMMERCE INTERACTIONS BY MEANS OF A GAME THEORY MODEL - Adoption of the Trust

Cosimo Birtolo, Giuseppina Russo, Davide Ronca

2012

Abstract

In this paper, we investigated the application of trust in an e-Commerce system. In a B2C scenario of an e-Commerce system, a game model is proposed in order to investigate the best strategies for merchants and customers. Preliminary investigation outlines the benefits of trust information in the proposed game and preliminary results, conducted on a transactional database, shows an increased value of sensitivity of provided recommendations to the customers, entailing an higher customer loyalty. Future works are aimed at validating this findings by means of a larger real dataset.

References

  1. Adomavicius, G. and Tuzhilin, A. (2005). Toward the next generation of recommender systems: a survey of the state-of-the-art and possible extensions. Knowledge and Data Engineering, IEEE Transactions on, 17(6):734-749.
  2. Birtolo, C., Ronca, D., Armenise, R., and Ascione, M. (2011). Personalized suggestions by means of collaborative filtering: A comparison of two different model-based techniques. In NaBIC, pages 444-450. IEEE.
  3. Goldberg, D., Nichols, D., Oki, B. M., and Terry, D. (1992). Using collaborative filtering to weave an information tapestry. Commun. ACM, 35:61-70.
  4. Herlocker, J. L., Konstan, J. A., Terveen, L. G., and Riedl, J. T. (2004). Evaluating collaborative filtering recommender systems. ACM Trans. Inf. Syst., 22:5-53.
  5. Huang, C. and Yin, J. (2010). Effective association clusters filtering to cold-start recommendations. In Fuzzy Systems and Knowledge Discovery (FSKD), 2010 Seventh Int. Conf. on, volume 5, pages 2461-2464.
  6. Huberman, B. A., Adar, E., and Fine, L. R. (2005). Valuating privacy. IEEE Security and Privacy, 3:22-25.
  7. Jeong, B., Lee, J., and Cho, H. (2010). Improving memorybased collaborative filtering via similarity updating and prediction modulation. Information Sciences, 180(5):602 - 612.
  8. Lim, H. C., Stocker, R., and Larkin, H. (2008). Ethical trust and social moral norms simulation: A bio-inspired agent-based modelling approach. Web Intelligence and Intelligent Agent Technology, IEEE/WIC/ACM International Conference on, 2:245-251.
  9. Liu, B. and Yuan, Z. (2010). Incorporating social networks and user opinions for collaborative recommendation: local trust network based method. In Proc. of the Workshop on Context-Aware Movie Recommendation, CAMRa10, pages 53-56, New York, NY, USA. ACM.
  10. Liu, L. and Shi, W. (2010). Trust and reputation management. Internet Computing, IEEE, 14(5):10 -13.
  11. Massa, P. and Avesani, P. (2007). Trust-aware recommender systems. In Proceedings of the 2007 ACM conference on Recommender systems, RecSys 7807, pages 17-24, New York, NY, USA. ACM.
  12. Mui, L., Mohtashemi, M., and Halberstadt, A. (2002). A computational model of trust and reputation. In System Sciences, 2002. HICSS. Proceedings of the 35th Annual Hawaii International Conference on, pages 2431 - 2439.
  13. Oza, N. V. (2006). Game theory perspectives on client: vendor relationships in offshore software outsourcing. In Proceedings of the 2006 international workshop on Economics driven software engineering research, EDSER 7806, pages 49-54, New York, NY, USA. ACM.
  14. Resnick, P. and Zeckhauser, R. (2002). Trust among strangers in Internet transactions: Empirical analysis of eBay's reputation system. In Baye, M. R., editor, The Economics of the Internet and E-Commerce, volume 11 of Advances in Applied Microeconomics, pages 127-157. Elsevier Science.
  15. Shiva, S., Roy, S., and Dasgupta, D. (2010). Game theory for cyber security. In Proceedings of the Sixth Annual Workshop on Cyber Security and Information Intelligence Research, CSIIRW 7810, pages 34:1-34:4, New York, NY, USA. ACM.
  16. Zarghami, A., Fazeli, S., Dokoohaki, N., and Matskin, M. (2009). Social trust-aware recommendation system: A t-index approach. In Web Intelligence and Intelligent Agent Technologies, 2009. WI-IAT 7809. IEEE/WIC/ACM International Joint Conferences on, volume 3, pages 85 -90.
Download


Paper Citation


in Harvard Style

Birtolo C., Russo G. and Ronca D. (2012). REPRESENTATION OF E-COMMERCE INTERACTIONS BY MEANS OF A GAME THEORY MODEL - Adoption of the Trust . In Proceedings of the 8th International Conference on Web Information Systems and Technologies - Volume 1: WEBIST, ISBN 978-989-8565-08-2, pages 577-582. DOI: 10.5220/0003962605770582


in Bibtex Style

@conference{webist12,
author={Cosimo Birtolo and Giuseppina Russo and Davide Ronca},
title={REPRESENTATION OF E-COMMERCE INTERACTIONS BY MEANS OF A GAME THEORY MODEL - Adoption of the Trust},
booktitle={Proceedings of the 8th International Conference on Web Information Systems and Technologies - Volume 1: WEBIST,},
year={2012},
pages={577-582},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0003962605770582},
isbn={978-989-8565-08-2},
}


in EndNote Style

TY - CONF
JO - Proceedings of the 8th International Conference on Web Information Systems and Technologies - Volume 1: WEBIST,
TI - REPRESENTATION OF E-COMMERCE INTERACTIONS BY MEANS OF A GAME THEORY MODEL - Adoption of the Trust
SN - 978-989-8565-08-2
AU - Birtolo C.
AU - Russo G.
AU - Ronca D.
PY - 2012
SP - 577
EP - 582
DO - 10.5220/0003962605770582