Personalizing Trust in Online Auctions

John O'Donovan, Vesile Evrim, Barry Smyth, Dennis McLeod, Paddy Nixon

Research output: A Conference proceeding or a Chapter in BookConference contribution

Abstract

The amount of business taking place in online marketplaces such as eBay is growing rapidly. At the end of 2005 eBay Inc. reported annual growth rates of 42.5% [3] and in February 2006 received 3 million user feedback comments per day [1]. Now we are faced with the task of using the limited information provided on auction sites to transact with complete strangers with whom we will most likely only interact with once. People will naturally be comfortable with old fashioned "corner store" business practice [14], based on a person to person trust which is lacking in large-scale electronic marketplaces such as eBay and Amazon.com. We analyse reasons why the current feedback scores on eBay and most other online auctions are too positive. We introduce AuctionRules, a trust-mining algorithm which captures subtle indications of negativity from user comments in cases where users have rated a sale as positive but still voiced some grievance in their feedback. We explain how these new trust values can be propagated using a graph-representation of the eBay marketplace to provide personalized trust values for both parties in a potential transaction. Our experimental results show that AuctionRules beats seven benchmark algorithms by up to 21%, achieving up to 97.5% accuracy, with a false negative rate of 0% in comment classification tests compared with up to 8.5% from other algorithms tested.
Original languageEnglish
Title of host publicationSTAIRS 2006 - Proceedings of the Third Starting AI Researchers' Symposium, Riva del Garda, Trentino, Italy, 2006
EditorsLoris Penserini, Pavlos Peppas, Anna Perini
Place of PublicationNetherlands
PublisherIOS Press
Pages1-12
Number of pages12
Volume142
ISBN (Print)9781586036454
Publication statusPublished - 2006
Externally publishedYes
Event3rd European Starting AI Researcher Symposium (STAIRS 2006) - Riva del Garda, Riva del Garda, Italy
Duration: 28 Aug 200628 Aug 2006

Publication series

NameFrontiers in Artificial Intelligence and Applications
PublisherIOS Press
Volume142

Other

Other3rd European Starting AI Researcher Symposium (STAIRS 2006)
Abbreviated titleSTAIRS 2006
CountryItaly
CityRiva del Garda
Period28/08/0628/08/06

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    O'Donovan, J., Evrim, V., Smyth, B., McLeod, D., & Nixon, P. (2006). Personalizing Trust in Online Auctions. In L. Penserini, P. Peppas, & A. Perini (Eds.), STAIRS 2006 - Proceedings of the Third Starting AI Researchers' Symposium, Riva del Garda, Trentino, Italy, 2006 (Vol. 142, pp. 1-12). (Frontiers in Artificial Intelligence and Applications; Vol. 142). IOS Press. http://ebooks.iospress.nl/volumearticle/2876