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1、ComputationalIntelligence,Volume25,Number4,2009POYRAZ:CONTEXT-AWARESERVICESELECTIONUNDERDECEPTIONMURATS¸ENSOY,1JIEZHANG,2PINARYOLUM,1ANDROBINCOHEN21Bogazic˘¸iUniversity,Istanbul,Turkey2UniverstiyofWaterloo,Waterloo,Ontario,CanadaTheincreasingnumberofserviceprovidersontheWebmakesitchallen
2、gingtoselectaproviderforaspecificservicedemand.Eachserviceconsumerhasdifferentexpectationsforagivenserviceindifferentcontexts,sotheselectionprocessshouldbeconsumer-orientedandcontext-dependent.Currentapproachesforserviceselectiontypicallyhaveconsumersreceiveratingsofprovidersfromothercons
3、umers,wheretheratingsreflecttheconsumersoverallsubjectiveopinions.Thismaybemisleadingifconsumershavedifferentcontextsandsatisfactioncriteria.Inthispaper,weproposethatconsumersobjectivelyrecordtheirexperiences,usinganontologytocapturesubtledetails.Thiscanthenbeinterpretedbyconsumersaccordi
4、ngtotheirowncriteriaandcontexts.Wethenintegrateamethodforaddressingconsumerswholieabouttheirexperiences,filteringthemoutduringserviceselection.Wedemonstratethevalueofourapproachthroughexperimentscomparingourmodelwiththreerecentrating-basedserviceselectionmodels.Ourexperimentsshowthatusing
5、theproposedapproach,serviceconsumerscanselecttheserviceprovidersfortheirneedsmoreaccuratelyeveniftheconsumershavedifferentcriteria,theychangethecontextsoftheirservicedemandsovertime,orasignificantportionofthemareliars.Keywords:electroniccommerce,serviceselection,trustandreputation,semanti
6、cWeb.1.INTRODUCTIONThenumberofserviceprovidersontheWebisincreasingdramatically(PaolucciandSycara2004).Asaresult,aserviceconsumerisconfrontedwithalargenumberofserviceprovidersthatadvertisethesameservice.Thisisparticularlyrelevantinthecontextofelectroniccommerce,forinstance.Althoughthosepr
7、ovidersadvertisetheirserviceofferingsontheWeb,thereisnoguaranteethattheycomplywithwhattheyadvertise.ThisisanaturalresultofthefactthattheWebisnotoperatedbyacentralauthoritythatcanmonitorallparticipantsactivitiesandensurethateveryoneactsproperly.Eveniftheprovidersproduceser
