A social referral mechanism on e-marketplace

Cheng Yang Lai, Yung-Ming Li

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review


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

Original languageEnglish
Title of host publicationCo-Created Effective, Agile, and Trusted eServices - 15th International Conference on Electronic Commerce, ICEC 2013, Proceedings
PublisherSpringer Verlag
Number of pages12
ISBN (Print)9783642398070
StatePublished - 1 Jan 2013
Event15th International Conference on Electronic Commerce, ICEC 2013 - Turku, Finland
Duration: 13 Aug 201315 Aug 2013

Publication series

NameLecture Notes in Business Information Processing
Volume155 LNBIP
ISSN (Print)1865-1348


Conference15th International Conference on Electronic Commerce, ICEC 2013


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

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