A social referral appraising mechanism for the e-marketplace

Cheng Yang Lai, Yung-Ming Li*, Lien Fa Lin

*Corresponding author for this work

Research output: Contribution to journalArticle

8 Scopus citations

Abstract

With the popularity of social media, in order to achieve word-of-mouth marketing, many marketers and individual sellers are actively engaged in achieving positive ratings in the e-marketplace. Although many seller review mechanisms have been developed, e-commerce market operators and consumers still face trust fraud issues. Trust is one of the major issues that confuse online purchase activities. In this paper, we develop a social referral mechanism to verify sellers based on the experiences of friends within a buyer's social network. The proposed framework estimates the trust values of sellers from the perspective of the social network in order to stop buyers from making transactions with fraudulent sellers in the online marketplace.

Original languageEnglish
Pages (from-to)269-280
Number of pages12
JournalInformation and Management
Volume54
Issue number3
DOIs
StatePublished - 1 Apr 2017

Keywords

  • Electronic commerce
  • Social network
  • Social referral
  • Trust fraud

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