A Dempster-Shafer theory based witness trustworthiness model to cope with unfair ratings in e-marketplace
Reputation systems have contributed much to resisting against the threats from malicious seller agents in electronic marketplaces. Buyer agents can benefit from modeling the reputation of seller agents to make a decision on which seller to have transaction with. However, the existence of unfair rati...
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sg-ntu-dr.10356-980272020-05-28T07:17:29Z A Dempster-Shafer theory based witness trustworthiness model to cope with unfair ratings in e-marketplace Kot, Alex Chichung Theng, Yin-Leng Liu, Siyuan Miao, Chun Yan School of Computer Engineering School of Electrical and Electronic Engineering Wee Kim Wee School of Communication and Information Annual International Conference on Electronic Commerce (14th : 2012) Reputation systems have contributed much to resisting against the threats from malicious seller agents in electronic marketplaces. Buyer agents can benefit from modeling the reputation of seller agents to make a decision on which seller to have transaction with. However, the existence of unfair ratings decreases the accuracy of the seller agents' reputation evaluation, which will lead to inappropriate sellers to be selected and hence harm buyers' profits. In this paper, to address the problem of unfair ratings, we propose a witness trustworthiness model based on Dempster-Shafer theory to evaluate the trustworthiness of a witness's ratings regarding a particular seller. The proposed approach uses local and global ratings together to model a witness's trustworthiness which is specific for different sellers. The experimental results demonstrate that the proposed approach can effectively address the problem of unfair ratings and outperform the comparative approaches, especially when collusion attacks exist. 2013-07-25T07:20:48Z 2019-12-06T19:49:48Z 2013-07-25T07:20:48Z 2019-12-06T19:49:48Z 2012 2012 Conference Paper Liu, S., Kot, A. C., Miao, C., & Theng, Y.-L. (2012). A Dempster-Shafer theory based witness trustworthiness model to cope with unfair ratings in e-marketplace. Proceedings of the 14th Annual International Conference on Electronic Commerce. https://hdl.handle.net/10356/98027 http://hdl.handle.net/10220/12266 10.1145/2346536.2346555 en © 2012 ACM. |
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Reputation systems have contributed much to resisting against the threats from malicious seller agents in electronic marketplaces. Buyer agents can benefit from modeling the reputation of seller agents to make a decision on which seller to have transaction with. However, the existence of unfair ratings decreases the accuracy of the seller agents' reputation evaluation, which will lead to inappropriate sellers to be selected and hence harm buyers' profits. In this paper, to address the problem of unfair ratings, we propose a witness trustworthiness model based on Dempster-Shafer theory to evaluate the trustworthiness of a witness's ratings regarding a particular seller. The proposed approach uses local and global ratings together to model a witness's trustworthiness which is specific for different sellers. The experimental results demonstrate that the proposed approach can effectively address the problem of unfair ratings and outperform the comparative approaches, especially when collusion attacks exist. |
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School of Computer Engineering |
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School of Computer Engineering Kot, Alex Chichung Theng, Yin-Leng Liu, Siyuan Miao, Chun Yan |
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Conference or Workshop Item |
author |
Kot, Alex Chichung Theng, Yin-Leng Liu, Siyuan Miao, Chun Yan |
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Kot, Alex Chichung Theng, Yin-Leng Liu, Siyuan Miao, Chun Yan A Dempster-Shafer theory based witness trustworthiness model to cope with unfair ratings in e-marketplace |
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Kot, Alex Chichung |
title |
A Dempster-Shafer theory based witness trustworthiness model to cope with unfair ratings in e-marketplace |
title_short |
A Dempster-Shafer theory based witness trustworthiness model to cope with unfair ratings in e-marketplace |
title_full |
A Dempster-Shafer theory based witness trustworthiness model to cope with unfair ratings in e-marketplace |
title_fullStr |
A Dempster-Shafer theory based witness trustworthiness model to cope with unfair ratings in e-marketplace |
title_full_unstemmed |
A Dempster-Shafer theory based witness trustworthiness model to cope with unfair ratings in e-marketplace |
title_sort |
dempster-shafer theory based witness trustworthiness model to cope with unfair ratings in e-marketplace |
publishDate |
2013 |
url |
https://hdl.handle.net/10356/98027 http://hdl.handle.net/10220/12266 |
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1681057850969817088 |