標題: A Social Referral Mechanism on e-Marketplace
作者: Lai, Cheng-Yang
Li, Yung-Ming
資訊管理與財務金融系 註:原資管所+財金所
Department of Information Management and Finance
關鍵字: Social network;Social referral;Trust fraud;Electronic commerce
公開日期: 1-Jan-2013
摘要: With the popularity of social media, in order to achieve the word-of-mouth marketing, many marketers and individual sellers are actively engaged in getting positive ratings on e-marketplace. Although there are many seller review mechanisms developed, the electronic commerce market operators and the consumers are still facing the trust fraud challenge. Trust is one of major issues that baffle online purchase activities. In this paper, we develop a seller referral mechanism to verify sellers based on the experience of friends within a buyer\'s social network. The proposed framework estimates trust values of sellers from the perspective of social network for helping buyers prevent making transactions with the fraudulent sellers in the online marketplace.
URI: http://hdl.handle.net/11536/124884
ISBN: 978-3-642-39808-7; 978-3-642-39807-0
ISSN: 1865-1348
期刊: CO-CREATED EFFECTIVE, AGILE, AND TRUSTED ESERVICES
Volume: 155
起始頁: 97
結束頁: 108
Appears in Collections:Conferences Paper