AN OPTIMAL TRUST MANAGEMENT METHOD TO PROTECT PRIVACY AND STRENGTHEN OBJECTIVITY IN UTILITY COMPUTING SERVICES

Junseok Hwang, So Young Kim (), Hak-Jin Kim and Jihyoun Park
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Junseok Hwang: Technology Management, Economics and Policy Program, Seoul National University, 599 Gwanak-ro, Gwanak-gu, Seoul, Republic of Korea
So Young Kim: Technology Management, Economics and Policy Program, Seoul National University, 599 Gwanak-ro, Gwanak-gu, Seoul, Republic of Korea
Hak-Jin Kim: School of Business, Yonsei University, 262 Seongsanno, Seodaemun-gu, Seoul, Republic of Korea
Jihyoun Park: Korea Insititue of Science and Technology, Europe Forschungsgesellschaft mbH, Universität des Saarlandes, Campus E71, 66123 Saarbrücken, Germany

International Journal of Information Technology & Decision Making (IJITDM), 2011, vol. 10, issue 02, 287-308

Abstract: Utility computing services constitute business opportunities in the customer-to-customer (C2C) marketplace. Providers deal with the risks and uncertainties faced by users while transacting with unfamiliar counterparts. Ensuring trustworthy transactions among unfamiliar users is an important condition of utility-computing service. Many peer-to-peer (P2P) sites utilize reputation systems; however, such systems are subject to lack of reviewer objectivity and robustness against attacks as well as unfair ratings. In this study, we propose the manual adjustment of reputation ratings by means of transaction monitoring and establish that the resulting enhanced objectivity and robustness in utility-computing service transactions will strengthen the trust management system. We also propose the optimal level of monitoring and penalizing activities based on the level of privacy concerns among users and the appropriate complementary service.

Keywords: Utility computing service; trust management; game theory; objective trust rating; privacy (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (2)

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DOI: 10.1142/S0219622011004336

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