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An Optimal Trust Management Method To Protect Privacy And Strengthen Objectivity In Utility Computing Services

Author

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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)

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.

Suggested Citation

  • Junseok Hwang & So Young Kim & Hak-Jin Kim & Jihyoun Park, 2011. "An Optimal Trust Management Method To Protect Privacy And Strengthen Objectivity In Utility Computing Services," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 10(02), pages 287-308.
    • Handle: RePEc:wsi:ijitdm:v:10:y:2011:i:02:n:s0219622011004336
    DOI: 10.1142/S0219622011004336
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    References listed on IDEAS

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    1. Janice Y. Tsai & Serge Egelman & Lorrie Cranor & Alessandro Acquisti, 2011. "The Effect of Online Privacy Information on Purchasing Behavior: An Experimental Study," Information Systems Research, INFORMS, vol. 22(2), pages 254-268, June.
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    Cited by:

    1. Miaomiao Yin & Asghar Afshar Jahanshahi, 2018. "Developing Knowledge-Based Resources: The Role of Entrepreneurs’ Social Network Size and Trust," Sustainability, MDPI, vol. 10(10), pages 1-15, September.
    2. Soyoung Kim & Junseok Hwang & Jorn Altmann, 2012. "Dynamic Scenarios of Trust Establishment in the Public Cloud Service Market," TEMEP Discussion Papers 201298, Seoul National University; Technology Management, Economics, and Policy Program (TEMEP), revised Jun 2012.

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