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Improving Trustworthiness in E-Market Using Attack Resilient Reputation Modeling

Improving Trustworthiness in E-Market Using Attack Resilient Reputation Modeling

Neeraj Kumar Sharma, Vibha Gaur, Punam Bedi
Copyright: © 2014 |Volume: 10 |Issue: 3 |Pages: 26
ISSN: 1548-3657|EISSN: 1548-3665|EISBN13: 9781466654815|DOI: 10.4018/ijiit.2014070104
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MLA

Sharma, Neeraj Kumar, et al. "Improving Trustworthiness in E-Market Using Attack Resilient Reputation Modeling." IJIIT vol.10, no.3 2014: pp.57-82. http://doi.org/10.4018/ijiit.2014070104

APA

Sharma, N. K., Gaur, V., & Bedi, P. (2014). Improving Trustworthiness in E-Market Using Attack Resilient Reputation Modeling. International Journal of Intelligent Information Technologies (IJIIT), 10(3), 57-82. http://doi.org/10.4018/ijiit.2014070104

Chicago

Sharma, Neeraj Kumar, Vibha Gaur, and Punam Bedi. "Improving Trustworthiness in E-Market Using Attack Resilient Reputation Modeling," International Journal of Intelligent Information Technologies (IJIIT) 10, no.3: 57-82. http://doi.org/10.4018/ijiit.2014070104

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Abstract

Asymmetric information is a major problem in e-commerce transactions as it gives rise to adverse selection and moral hazard problems. Reputation mechanisms provide a solution to this problem by discouraging fraudulent behavior and encouraging honest behavior of participants in the uncertain and un-trusted environment of e-market. This paper discusses trust and reputation relationships, and highlights the importance of key reputation building parameters to enhance trustworthiness of participants. Finally, it proposes reputation metrics that guard reputation systems from various attacks by malicious participants to improve the quality of e-market and presents a working prototype.

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