Trust and Reputation Management in an Web-Enhanced World Zhaoyuan Zhang Email: [email protected].
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Transcript of Trust and Reputation Management in an Web-Enhanced World Zhaoyuan Zhang Email: [email protected].
Introduction of trust and reputation management1
2
3
Preview
Models for trust and reputation management
Utilization of the models
Why trust and reputation management?
Emails
E-Commerce
Cloud Computing
Gain knowledge about unknown web services
More efficient investments
Helpful in making decisions
Less risks
REASONSREASONS
Agents
Trusting agent:
“An entity who has faith or belief in another entity in a given context and a given time slot” ( Chang, Elizabeth. Trust and Reputation for Service-Oriented Environments Technologies for Building Business Intelligence and Consumer Confidence. Page: 27. Johns Wiley & Sons; 2006.)
Trusted agent:
“An entity in whom faith or belief has been placed by another entity in a given context and at a given time slot”
( Chang, Elizabeth. Trust and Reputation for Service-Oriented Environments Technologies for Building Business Intelligence and Consumer Confidence. Page: 28. Johns Wiley & Sons; 2006.)
A time slot is “a period of time … defined as the breadth or duration of time over which the trust value is collected”Chang, Elizabeth. Trust and Reputation for Service-Oriented Environments Technologies for Building Business Intelligence and Consumer Confidence. Page: 40. Johns Wiley & Sons; 2006
Trust is “defined as the belief the trusting agent has in the service provider’s willingness and capability to deliver a
mutually agreed service in a given context and in a given time slot”.
(Chang, Elizabeth. Trust and Reputation for Service-Oriented Environments Technologies for Building Business Intelligence and Consumer Confidence. Page: 27. Johns Wiley & Sons; 2006.)
Trust Recommendation
Trust recommendation is “a method that helps to form a trust relationship by deriving the initial trust value, also known as reputation based on references or recommendations collected from other parties”.
(Chang, Elizabeth. Trust and Reputation for Service-Oriented Environments Technologies for Building Business Intelligence and Consumer Confidence. Page: 40. Johns Wiley & Sons; 2006.)
Models for Trust and Reputation Management
Deterministic Approach
Bayesian Approach
Fuzzy Approach
Trust Models
Deterministic Approach
Trust and Reputation for Service-Oriented Environments Technologies for Building Business Intelligence and Consumer Confidence. Page: 251. Johns Wiley & Sons; 2006.
Deterministic Approach
Two agents: Trusting agent: web service user Trusted agent: one or several third party agents
Trusted agent gives the trust recommendation
Trusting agent analyzes the trust recommendation from trusted agents
Analysis is based on a period of time
A negative historical experience
has a value of 0
Bayesian Approach
Bayesian Theorem
Use a web service’s historical performance to predict the future performance
A positive historical experience
has a value of 1 Use historical trust value (history) of a web service as the
condition:
Fuzzy Approach
• Reliability• Availability• Security
Define fuzzy sets of expected results of a web service from different criteria:
Use a web service’s historical performance statistics
For each record of the history, compare it from each aspect with the defined result sets
.
Amazon’s Mechanism“Our very best sellers have a close to 0% Negative Feedback Rate… A 0-2% negative feedback rate indicates a good performance of a seller. While a negative rate of greater than 5% means there is some problem with the business practice…The feedbacks are 12-month based…”
http://www.amazon.com/gp/help/customer/display.html?nodeId=1161284&#good
Utilization of the models
Amazon’s Mechanism
Historical trust statistics
Fuzzy sets indicating different levels of potential performance results
Trust value is based on a time slot
Combination of different models
Conclusion
Introduction of trust and reputation management• Why trust management?• Definition of trusting agents, trusted agents, time slot, trust, trust
recommendations.
Models for trust and reputation management• Deterministic Approach: trust recommendation• Bayesian Approach: historical trust value statistics• Fuzzy Approach: fuzzy sets, historical trust value statistics
Utilization of the models Combination of different models
References
Chang, Elizabeth. Trust and Reputation for Service-Oriented Environments Technologies for Building Business Intelligence and Consumer Confidence. Johns Wiley & Sons; 2006.
M.wojcik. H.S. Venter. J.H.P. Eloff. Trust Model Evaluation Criteria: A Detailed Analysis of Trust Evaluation. 2008
Agudo, Isaac. Fernandez-Gago, Carmen. Lopez, Javier. A Model for Trust Metrics Analysis.
Zhu, Manling. Jin, Zhi. Trust Analysis of Web Services Based on a Trust Ontology. 2007.
Machala, Daniel. E-Commerce Trust Metrics and Models. Xeroxr Research and
Technology Receiving Amazon.com Feedbacks from Buyers.
http://www.amazon.com/gp/help/customer/display.html?nodeId=1161284&#good Nefti, Samia. Meziane, Farid. Kasiran, Khairudin. A Fuzzy Trust Model for E-
Commerce. Li, Wenjuan. Ping, Lingdi. Trust Model to Enhance Security and Interoperability
of Cloud Environment. 2009 Thrope, Sean. Modeling a Trust Cloud Context. 2010.
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