Engineering of Experience Based Trust for E-Commerce

Engineering of Experience Based Trust for E-Commerce

Zhaohao Sun (University Of Ballarat, Australia ), Jun Han (Beihang University, China), Dong Dong (Hebei Normal University, China ) and Shuliang Zhao (Hebei Normal University, China)
DOI: 10.4018/978-1-61520-967-5.ch009
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Trust is significant for sustainable development of e-commerce and has received increasing attention in e-commerce, multiagent systems (MAS), and artificial intelligence (AI). However, little attention has been given to the theoretical foundation and intelligent techniques for trust in e-commerce from a viewpoint of intelligent systems and engineering. This chapter will fill this gap by examining engineering of experience-based trust in e-commerce from the viewpoint of intelligent systems. It looks at knowledgebased trust, inference-based trust and their interrelationships with experience-based trust. It also examines scalable trust in e-commerce. It proposes a knowledge based model of trust in e-commerce and a system architecture for METSE: a multiagent system for experience-based trust in e-commerce. The proposed approach in this chapter will facilitate research and development of trust, multiagent systems, e-commerce and e-services.

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