Abstract
In this chapter we describe a trust establishing mechanism for a social web service based on the reputation of the people in the community.
First, we organize the concept of trust and persona. A persona is a symbol used to divide the multiple social roles and activities of a person. It is a useful conceptual devise in controlling private information and acquiring one’s reputation. In order to trust another party for the first time in open communication, it is necessary that persons from both sides disclose their profile information and reliable reputation as evidence of trust. The concept of “open persona” is the means by which we can disclose our profiles and reputations to the other party safely.
Second, we examine the technologies for trust establishing mechanisms and examine those problems. We point out that a statistical approach to establishing reputation based trust has some essential problems. And then, we state that meta-communication for trust is also required in order to solve this problem. As examples of meta-communication for trust, we propose a job hunting system for IT engineers and loyalty programs created by a community for user-generated content.
As a last topic, we discuss how to control the phenomenon of “information cascading” that is a massive chain reaction of reputation over social web Services.
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Yamasaki, S. (2013). A Community Based Trust Establishing Mechanism for a Social Web Service. In: Uesugi, S. (eds) IT Enabled Services. Springer, Vienna. https://doi.org/10.1007/978-3-7091-1425-4_5
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DOI: https://doi.org/10.1007/978-3-7091-1425-4_5
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