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http://dx.doi.org/10.7838/jsebs.2013.18.2.001

An Intimacy-based Trust Reasoning Method for Intelligent Ecommerce Systems  

Kwon, Ohbyung (School of Management, Kyung Hee University)
Park, Kwangho (Center for Advanced Information Technology, Kyung Hee University Seoul)
Publication Information
The Journal of Society for e-Business Studies / v.18, no.2, 2013 , pp. 1-26 More about this Journal
Abstract
Estimating levels of user trust is important for maintaining continuous use of e-commerce systems because trust alleviates user concerns about the invisibility of service providers or their reputation. Conventional trust estimation approaches such as policy-and reputationbased reasoning have focused on the experience of e-commerce systems at an early stage. However, only a few trust reasoning methods have considered the mature stage, which is more related to continuance intention. We propose a trust reasoning method dedicated to the mature stage of using e-commerce systems. In particular, a new method of unobtrusively estimating the degree of user intimacy is developed, because intimacy has been highly associated with trust as well as reputation. Our experiments show that the proposed method is valid and can be used in conjunction with reputation-based trust reasoning.
Keywords
Trust Reasoning; Intimacy; Context-Aware System; Intimacy Technology; E-Commerce;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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