ABSTRACT
SEYYED ALIREZA HASHEMI GOLPAYEGANI,1,a LEILA ESMAEILI,2 SHAHLA MARDANI,3,b and SEYYED MUHAMAD MUTALLEBI ESFIDVAJANI4
1Assistant Professor, Computer Engineering and Information Technology Department, Amirkabir University of Technology, Tehran, Iran, Tel.: +982164542726, E-mail: Sa.Hashemi@aut.ac.ir
2PhD Candidate, Computer Engineering and Information Technology Department, Amirkabir University of Technology, Tehran, Iran, Tel.: +982164542726, E-mail: Leila.Esmaeili@aut.ac.ir
3MSc, Computer Engineering and Information Technology Department, Amirkabir University of Technology, Tehran, Iran, Tel.: +982164542726, E-mail: Shahla.Mardani@aut.ac.ir
4MSc Student, Entrepreneurship Department, University of Tehran, Tehran, Iran, E-mail: M.Mutallebi@ut.ac.ir
Abstract ..................................................................................................... 5 1.1 Introduction ...................................................................................... 5 1.2 Basic Concepts and Definition ......................................................... 8 1.2.1 Trust ...................................................................................... 8
1.2.1.1 Trust and Reputation ............................................. 9 1.2.1.2 Trust Characteristics .............................................. 9 1.2.1.3 Trust Types (Objective) ....................................... 10 1.2.2 Trust in Virtual World ..........................................................11 1.2.2.1 Trust Management ................................................11 1.2.2.1.1 Policy Based Trust Management ........11 1.2.2.1.2 Reputation Based
Trust Management ............................. 12 1.2.2.2 Trust Modeling .................................................... 12 1.3 Trust in E-commerce ...................................................................... 12 1.3.1 Reputation Based Trust Systems ........................................ 13 1.3.2 Reputation-Based Systems Architecture ............................ 14 1.3.2.1 Centralized Reputation Systems ......................... 15 1.3.2.2 Distribute Reputation System ............................. 15 1.3.3 Reputation Computation Engine ........................................ 15 1.3.3.1 Sum or Average Scores ....................................... 16 1.3.3.2 Bayesian Systems ................................................ 16 1.3.3.3 Discrete Trust Models ......................................... 16 1.3.3.4 Belief Models ...................................................... 16 1.3.3.5 Fuzzy Models ...................................................... 17 1.3.3.6 Flow Models ........................................................ 17 1.4 Effects of Presence of Virtual Communities on
Virtual Trust ................................................................................... 17 1.4.1 Social Networks and Trust ................................................. 18 1.4.2 Relationships in Social Networks ...................................... 18 1.5 Trust in S-commerce ...................................................................... 19 1.5.1 Methodology ...................................................................... 19 1.5.2 Classification of Researches .............................................. 19 1.5.3 Literature Review: A Close Look ....................................... 24 1.5.4 Discussion .......................................................................... 30
1.5.5 Future Studies ..................................................................... 31 1.6 Conclusion ..................................................................................... 35 Keywords ................................................................................................ 36 References ............................................................................................... 36
ABSTRACT
The increasing popularity of social networks in recent years has brought about many novel opportunities for e-commerce. Social commerce (S-commerce) is a new stream of e-commerce that, through social networks as well as other social media, interconnects users and facilitated the commerce process. Irrespective of their mechanisms, there are essential elements, such as trust, to any type of commerce. Trust is considered more vital especially in commerce, where it may affect users behavior and influence their purchase intention. By the same logic, it is the center of attention in s-commerce because a higher risk and uncertainty lays in the nature of its transactions. The issue of trust in cyberspace is not new and many researches have been carried out to cover and fully understand the phenomenon; however, the concept of e-commerce has just recently been introduced to the literature and requires special attention. To fulfill this end, this chapter explores previous studies to review the range of studies as well as give insights for future studies.
