W3 trust-profiling framework (W3TF) to assess trust and transitivity of trust of web-based services in a heterogeneous web environment

Authors:
Yinan Yang;Lawrie Brown;Ed Lewis;Jan Newmarch
Affiliations:
School of IT&EE, UNSW@ADFA, Canberra, Australia;School of IT&EE, UNSW@ADFA, Canberra, Australia;School of IT&EE, UNSW@ADFA, Canberra, Australia;School of Network Computing, Monash University, Melbourne, Australia
Venue:
APWeb'06 Proceedings of the 8th Asia-Pacific Web conference on Frontiers of WWW Research and Development
Year:
2006

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Abstract

The growth of eCommerce is being hampered by a lack of trust between providers and consumers of Web-based services. While researchers in many disciplines have addressed Web trust issues, a comprehensive approach has yet to be established. This paper proposes a conceptual trust-profiling framework through a range of new user-centred trust measures. W3TF is a generic form of trust assessment that can help build user confidence in an eCommerce environment. It incorporates existing measures of trust (such as Public Key Infrastructure), takes account of consumer perceptions by identifying trust attributes, and uses Web technology (in the form of metadata), to create a practical, flexible and comprehensive approach to trust assessment.