기관회원 [로그인]
소속기관에서 받은 아이디, 비밀번호를 입력해 주세요.
개인회원 [로그인]

비회원 구매시 입력하신 핸드폰번호를 입력해 주세요.
본인 인증 후 구매내역을 확인하실 수 있습니다.

회원가입
서지반출
Computational Trust and Its Impact over Rational Purchasing Decisions of Internet Users
[STEP1]서지반출 형식 선택
파일형식
@
서지도구
SNS
기타
[STEP2]서지반출 정보 선택
  • 제목
  • URL
돌아가기
확인
취소
  • Computational Trust and Its Impact over Rational Purchasing Decisions of Internet Users
  • Computational Trust and Its Impact over Rational Purchasing Decisions of Internet Users
저자명
Noh. Sang-Uk
간행물명
KSII Transactions on internet and information systems : TIIS
권/호정보
2010년|4권 4호|pp.547-559 (13 pages)
발행정보
한국인터넷정보학회
파일정보
정기간행물|ENG|
PDF텍스트
주제분야
기타
이 논문은 한국과학기술정보연구원과 논문 연계를 통해 무료로 제공되는 원문입니다.
서지반출

기타언어초록

As web-based online communities are rapidly growing, the agents in the communities need to know their measurable belief of trust for safe and successful interactions. In this paper, we propose a computational model of trust resulting from available feedbacks in online communities. The notion of trust can be defined as an aggregation of consensus given a set of past interactions. The average trust of an agent further represents the center of gravity of the distribution of its trustworthiness and untrustworthiness. Furthermore, we precisely describe the relationships among reputation, trust and average trust through concrete examples showing their computations. We apply our trust model to online social networks in order to show how trust mechanisms are involved in the rational purchasing decision-making of buyers and sellers, and we summarize our simulation results.