Authors:
Cosimo Birtolo
;
Giuseppina Russo
and
Davide Ronca
Affiliation:
Poste Italiane S.p.A., Italy
Keyword(s):
Trust, e-Commerce, Game Theory, Recommendation System, Collaborative Filtering.
Related
Ontology
Subjects/Areas/Topics:
e-Business and e-Commerce
;
Enterprise Information Systems
;
Society, e-Business and e-Government
;
Software Agents and Internet Computing
;
Web 2.0 and Social Networking Controls
;
Web Information Systems and Technologies
Abstract:
In this paper, we investigated the application of trust in an e-Commerce system. In a B2C scenario of an e-Commerce system, a game model is proposed in order to investigate the best strategies for merchants and customers. Preliminary investigation outlines the benefits of trust information in the proposed game and preliminary results, conducted on a transactional database, shows an increased value of sensitivity of provided recommendations to the customers, entailing an higher customer loyalty. Future works are aimed at validating this findings by means of a larger real dataset.