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1、ReputationandTrust19ChapterIIReputationandTrustLiXiong,GeorgiaInstituteofTechnology,USALingLiu,GeorgiaInstituteofTechnology,USAAbstractThischapterintroducesreputationsystemsasameansoffacilitatingtrustandminimizingrisksinm-commerceande-commerceingeneral.Itfirstillustratestheimpor
2、tanceofreputationsystemsinm-commercebyanalyzingalistofrisksthroughexamplescenariosanddiscussesanumberofchallengesofbuildinganeffectiveandrobustreputationsystemine-commerceapplications.ItthendescribesPeerTrust,anadaptiveanddynamicreputationbasedtrustmodelthathelpsparticipantsorpe
3、erstoevaluatethetrustworthinessofeachotherbasedonthecommunityfeedbackaboutparticipants’pastbehavior.Italsopresentssomeinitialexperimentsshowingtheeffectiveness,benefitandvulnerabilitiesofthereputationsystems.Finallyitdiscussesafewinterestingopenissues.IntroductionMobilecommerce(
4、m-commerce)communitiescreateenormousopportunitiesformany,asparticipants(orpeers)canpurchaseproducts,accessinformation,andinteractwitheachotherfromanywhereatanytime.However,theyalsopresentrisksforparticipantsastheyareoftenestablisheddynamicallywithunknownorunrelatedparticipants.T
5、heCopyright©2005,IdeaGroupInc.CopyingordistributinginprintorelectronicformswithoutwrittenpermissionofIdeaGroupInc.isprohibited.20Xiong&Liuopennatureofsuchpresentsabigchallengeforaccountability.Asingenerale-commerce,theparticipantshavetomanagetheriskwheninteractingwithotherpartic
6、i-pants.Inotherwords,inadditiontoitswirelesscommunicationlayerrisks,m-commerceisalsofacedwithalltheapplicationlayerrisksingenerale-commerce.Forexample,aPalmPilotusermayencounteravirusattackbydownloadingtheLibertyTrojanmasqueradingasaninnocentprogramforPalmOSfromothermalicioususe
7、rs,whichwillwipeoutallthecontactinformation.Techniquessuchassmartcardssolvepartoftheproblembyauthenticationbutcannotanswerthequestionofwhichplayersaremoretrustworthy.Itisveryimportantforuserstobeabletoquantifyandcomparethetrustworthinessofdifferentparticipantssotheycanchoosereli
8、ableandreputableonestointeractwithandfilteroutt
