Trust Building in Recommender Agents
نویسندگان
چکیده
Trust has long been regarded as an important factor influencing users’ decision to buy a product in an online shop or to return to the shop for more product information. However, most notions of trust focus on the aspects of benevolence and integrity, and less on competence. Although benefits clearly exist for websites to employ competent recommender agents, the exact nature of these benefits to users’ trusting intentions remains unclear. This paper presents some preliminary results of these issues based on a trust model that we have developed for recommender agents. We describe a carefully constructed survey in an attempt to reveal the relationship between users’ perception of the agent’s trustworthiness based on its competence and consumer trusting intentions, and more importantly, the role of explanation-based recommendation interfaces and their media format on trust promotion.
منابع مشابه
Merging Similarity and Trust Based Social Networks to Enhance the Accuracy of Trust-Aware Recommender Systems
In recent years, collaborative filtering (CF) methods are important and widely accepted techniques are available for recommender systems. One of these techniques is user based that produces useful recommendations based on the similarity by the ratings of likeminded users. However, these systems suffer from several inherent shortcomings such as data sparsity and cold start problems. With the dev...
متن کاملDesigning a trust-based recommender system in Social Rating Networks
One of the most common styles of business today is electronic business, since it is considered as a principal mean for financial transactions among advanced countries. In view of the fact that due to the evolution of human knowledge and the increase of expectations following that, traditional marketing in electronic business cannot meet current generation’s needs, in order to survive, organizat...
متن کاملRecommendation quality, transparency, and website quality for trust-building in recommendation agents
Trust is a main success factor for automated recommendation agents on e-commerce sites. Various aspects can contribute to the development of trust toward such an agent, including perceptions about the usefulness of the recommendations, the transparency of the recommendation process, and the general quality of the website. These factors have been analyzed in isolation in the literature though. W...
متن کاملBuilding a Trust-based Social Agent Network
Agents evolving in a multi-agent system interact with one another to achieve their individual goals. In trust-based agent models, agents form a local view of their environment from their direct interactions, and base their interaction decisions on the trustworthiness of the other agents. Agents can also obtain recommendations about other agents from third parties, either directly or indirectly....
متن کاملTrust-inspiring explanation interfaces for recommender systems
A recommender system’s ability to establish trust with users and convince them of its recommendations, such as which camera or PC to purchase, is a crucial design factor especially for e-commerce environments. This observation led us to build a trust model for recommender agents with a focus on the agent’s trustworthiness as derived from the user’s perception of its competence and especially it...
متن کامل