Trust and Reputation for Service-Oriented Environments

Technologies for Building Business Intelligence and Consumer Confidence
1. Auflage 2006
ISBN: 978-0-470-01547-6
Verlag: Wiley

Buch, Englisch, 384 Seiten, Format (B × H): 177 mm x 255 mm, Gewicht: 856 g

Trustworthiness technologies and systems for service-oriented environments are re-shaping the world of e-business. By building trust relationships and establishing trustworthiness and reputation ratings, service providers and organizations will improve customer service, business value and consumer confidence, and provide quality assessment and assurance for the customer in the networked economy.

Trust and Reputation for Service-Oriented Environments is a complete tutorial on how to provide business intelligence for sellers, service providers, and manufacturers. In an accessible style, the authors show how the capture of consumer requirements and end-user opinions gives modern businesses the competitive advantage.

Trust and Reputation for Service-Oriented Environments:

- Clarifies trust and security concepts, and defines trust, trust relationships, trustworthiness, reputation, reputation relationships, and trust and reputation models.
- Details trust and reputation ontologies and databases.
- Explores the dynamic nature of trust and reputation and how to manage them efficiently.
- Provides methodologies for trustworthiness measurement, reputation assessment and trustworthiness prediction.
- Evaluates current trust and reputation systems as employed by companies such as Yahoo, eBay, BizRate, Epinion and Amazon, etc.
- Gives ample illustrations and real world examples to help validate trust and reputation concepts and methodologies.
- Offers an accompanying website with lecture notes and PowerPoint slides.

This text will give senior undergraduate and masters level students of IT, IS, computer science, computer engineering and business disciplines a full understanding of the concepts and issues involved in trust and reputation. Business providers, consumer watch-dogs and government organizations will find it an invaluable reference to establishing and maintaining trust in open, distributed, anonymous service-oriented network environments.

Autoren/Hrsg.

Chang, Elizabeth

Hussain, Farookh

Dillon, Tharam

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensorganisation, Corporate Responsibility Unternehmensethik
• Geisteswissenschaften Philosophie Angewandte Ethik & Soziale Verantwortung Wirtschaftsethik, Unternehmensethik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Mathematik | Informatik EDV | Informatik Angewandte Informatik Wirtschaftsinformatik

Inhaltsverzeichnis

Preface xvii
Author Introduction xxi
Acknowledgement xxiii

1 Trust and Security in Service-oriented Environments 1
1.1 Introduction 1
1.2 Why Trust? 1
1.3 Trust and Security 3
1.4 Service-oriented Environment 6
1.5 Agents in Service-oriented Environments 9
1.6 Business in a Service-oriented Environment 11
1.7 Infrastructure in Service-oriented Environments 13
1.8 Technology in Service-oriented Environments 15
1.9 Trust in Service-oriented Environments 22
1.10 Chapter Summary 23

2 Trust Concepts and Trust Model 25
2.1 Introduction 25
2.2 Trust Environments 25
2.3 Trust Definitions in Literature 26
2.4 Advanced Trust Concepts 27
2.5 Trust Relationships 33
2.6 Trust Relationship Diagram 35
2.7 Trust Attributes and Methods 38
2.8 Initiation of the Relationship 39
2.9 The Trust Model 41
2.10 Chapter Summary 41

3 Trustworthiness 45
3.1 Introduction 45
3.2 Trustworthiness in Literature 45
3.3 Advanced Trustworthiness Definition 46
3.4 Seven Levels of the Trustworthiness 48
3.5 Semantics Representation and Postulates for Trustworthiness Levels 52
3.6 Trustworthiness Measure and Prediction 58
3.7 Challenges in Trustworthiness Measure and Prediction 59
3.8 Chapter Summary 61

4 Trust Ontology for Service-Oriented Environment 65
4.1 Introduction 65
4.2 Ontology 66
4.3 Hierarchy of Trust Concepts 71
4.4 Hierarchy of Agents, Service and Product Concepts 71
4.5 Hierarchy of Context and Association with Quality Assessment Criteria 74
4.6 Agent Trust Ontology 76
4.7 Service Trust Ontology 84
4.8 Product Trust Ontology 96
4.9 Trust Databases 102
4.10 Summary 106

5 The Fuzzy and Dynamic Nature of Trust 109
5.1 Introduction 109
5.2 Existing Literature 110
5.3 Fuzzy and Dynamic Characteristics of Trust 110
5.4 Endogenous and Exogenous Characteristics of Agents 118
5.5 Reasoning the Fuzziness and Dynamism 122
5.6 Managing the Fuzziness of Trust 126
5.7 Managing the Dynamism of Trust 126
5.8 Summary 128

6 Trustworthiness Measure with CCCI 131
6.1 Introduction 131
6.2 Trustworthiness Measure Methodology 131
6.3 CCCI Metrics 137
6.4 The Commitment to the Criterion – Commitcriterion 140
6.5 Clarity of a Criterion – Clearcriterion 142
6.6 Influence of a Criterion – Infcriterion 145
6.7 Correlation of Defined Quality – Corrqualities 148
6.8 Trustworthiness Values and Corrqualities 151
6.9 Summary 153

7 Trustworthiness Systems 155
7.1 Introduction 155
7.2 Amazon's Trustworthiness Systems 155
7.3 Yahoo's Trustworthiness Systems 158
7.4 Epinions.com's Trustworthiness System 161
7.5 eBay.com's Trustworthiness Systems 165
7.6 BizRate.com's Trustworthiness Systems 167
7.7 CNet.com's Trustworthiness Systems 169
7.8 Review of Trustworthiness Systems 173
7.9 CCCI for Trustworthiness of E-service 175
7.10 Summary 181

8 Reputation Concepts and the Reputation Model 183
8.1 Introduction 183
8.2 Reputation in Literature 184
8.3 Advanced Reputation Concepts 184
8.4 Reputation Relationship 191
8.5 Recommendation Trust Relationship 194
8.6 Third-party Trust Relationship 197
8.7 Reputation Query Relationship 199
8.8 Trustworthiness of Third-party Recommendation Agents 202
8.9 Trustworthiness of the Opinion 209
8.10 Reputation Model and Reputation Relationship Diagrams 214
8.11 Conclusion 218

9 Reputation Ontology 221
9.1 Introduction 221
9.2 Reputation Ontology 221
9.3 Basic and Advanced Reputation Ontology 227
9.4 Trustworthiness of Opinion Ontology 229
9.5 Ontology for Reputation of an Agent 231
9.6 Ontology for Reputation of Service 232
9.7 Ontology for Reputation of a Product 232
9.8 Reputation Databases 233
9.9 Seven Levels of Reputation Measurement 235
9.10 The Fuzzy Nature of Reputation 240
9.11 The Dynamic Nature of Reputation 242
9.12 Conclusion 244

10 Reputation Calculation Methodologies 247
10.1 Introduction 247
10.2 Methods for Synthesising the Reputation from Recommendations 248
10.3 Factors and Features that need to be Considered 248
10.4 Deterministic Approach to Reputation Calculation 250
10.5 Adjusting the Trustworthiness of Opinions 252
10.6 Bayesian Approach 256
10.7 Fuzzy System Approach 260
10.8 Summary 264

11 Reputation Systems 265
11.1 Introduction 265
11.2 Reshaping e-Business with Reputation Technology 265
11.4 BizRate.com 268
11.5 Elance.com 270
11.6 Alibris.com 272
11.7 MoneyControl.com 273
11.8 Yahoo.com 275
11.9 Epinions.com 277
11.10 eBay.com 278
11.11 CNET.com 279
11.12 MovieLens Recommendation Systems 283
11.13 Review of Reputation Systems 284
11.14 Summary 285
WEBSITES 285

12 Trust and Reputation Prediction 287
12.1 Introduction 287
12.2 Considerations in Trustworthiness Prediction 287
12.3 Example – Logistics Service 292
12.4 Prediction Methods 297
12.5 Exponential Smoothing 298
12.6 Markov Approach Plus Trend and Seasonality 302
12.7 Rejustification of Third-Party Recommender's Trust Value 306
12.8 Summary 307

13 Trust and Reputation Modeling 309
13.1 Introduction 309
13.2 Significance of Pictorial Modeling 309
13.3 Notation Systems 311
13.4 Trust Relationship Diagrams 314
13.5 Trust Case Diagrams 316
13.6 Trust Class Diagrams 321
13.7 Trust Transition Diagrams 327
13.8 Conclusion 330

14 The Vision of Trust and Reputation Technology 333
14.1 Introduction 333
14.2 Business Intelligence 333
14.3 Traditional IT and New-age Digital Ecosystems and Technology 336
14.4 Trust and Reputation – An example of Digital Ecosystem and Technology 338
14.5 Future Research and Development 342
14.6 The Vision and Conclusion 343

References 344
Index 345

Über Autor(innen)

Elizabeth Chang, Curtin Business School, has created, developed and taught courses in software engineering, project management, HCI, e-commerce, Databases, and Logistics and Supply Chain Management. She has also successfully managed several commercial-grade IT projects for industry, taking them through the entire software lifecycle to project completion. These projects range across Internet, peer-to-peer communications and e-commerce applications. Professor Chang has over 100 scientific conference and journal papers of which 20 are on Trust.

Professor Tharam Dillon is Dean of Information Technology at the University of Technology, Sydney. He is an expert in the fields of software engineering and data mining, and in trust, security and component-oriented access control. He has published five authored and four co-edited books, in addition to over 400 scientific papers in refereed journals and conferences.

Farookh K. Hussain is a PhD student at Curtin Business School, and has become an expert in the field of Trust, co-authoring over 20 papers on Trust over the last two years.