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Alnemr tm symp-slides

Sep 13, 2014

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Presentation at the "Trust Management Symposium in HPI: Industry Meets academia"

SAP in Palo Alto Slides

Enabling Reputation Interoperability through Semantic Technologies Rehab Alnemr

HPI Research School Chair Internet Technologies and Systems of Prof. Dr. Christoph Meinel

1Approaches?Trust models serve as a decision criterion for an agent to engage in activities

One of the approachesReputation-based approachuse reputation as a base for trustclosed domains: each has its own method to query, store, aggregate, infer, interpret and represent reputationUsed in: Web communities (e-Markets, blogs, social networks) Services Software agents

2Reputation.Interoperability (Semantic Technologies);

Trust Management2SlideUnstructured communities means not business that usually use Policy based methods to ensure trust -Currently there are two different major approaches for managing trust: policy-based and reputation-based. Addressing the same problem: establishing trust among interacting parties in distributed and decentralized systemsAssuming different settings

Concepts?Reputation Targetusers, movies, products, blog posts, tags, companies, services, software agents, and IP addresses

Reputation Model all of the reputation statements, events, and processes for a particular context

Reputation Contextthe relevant category for a specific reputation

3

Reputation.Interoperability (Semantic Technologies); Reputation Approach-So the targets of reputation statements can be. As you can see it can be I like button, or Stars in another community-- Context: is a category in which this reputation is earned. A high ranking for a user of Yahoo! Chess doesn't really tell you whether you should buy something from that user on eBay, but it might tell you something about how committed the user is to board gaming tournaments.3Concepts?Reputation Targetusers, movies, products, blog posts, tags, companies, services, software agents, and IP addresses

Reputation Model all of the reputation statements, events, and processes for a particular context

Reputation Contextthe relevant category for a specific reputation

4

Reputation.Interoperability (Semantic Technologies); Reputation ApproachComputation FunctionCommunication ModelParticipantsResourcesRepresentation ModelStorageFunctionalities and Applications-So the targets of reputation statements can be. As you can see it can be I like button, or Stars in another community-- Context: is a category in which this reputation is earned. A high ranking for a user of Yahoo! Chess doesn't really tell you whether you should buy something from that user on eBay, but it might tell you something about how committed the user is to board gaming tournaments.4Where5Rep. Approach

Reputation of usersReputation of servicesReputation of business domainsReputation of service providersIn Service-oriented Arch.Social/entertainment

SlashdotNewsOnline Reputation Systems

Opinion & Activities

Business/Jobs networkE-Markets

5a typical buying decision 6no obvious distinction -at the rating page- of what exactly being rated or reviewed.6a typical buying decision

7no obvious distinction -at the rating page- of what exactly being rated or reviewed.7a typical buying decision

8no obvious distinction -at the rating page- of what exactly being rated or reviewed.8a typical buying decision

9no obvious distinction -at the rating page- of what exactly being rated or reviewed.9Ratings and ReviewsAfter buying, the consumer is asked to give his feedback in two ways: stars ratings by answering a seller-feedback questions with an option of leaving a comment. No obvious distinction -at the rating page- of what exactly being rated or reviewed.

In one of our user studies:Online MarketsReputation.Interoperability (Semantic Technologies); 1010Ratings in Online MarketsOnly at the description page (policies) stars rating is an overall rating of the productdetailed review page is for the buying experience = reviewing the seller (order fulfillment, customer service, correct item description)

If your comments include any of the following, your feedback is subject to removal: Product reviews: It is more appropriate to review product on the product detail page....Customers reviews are for products.Three reputation attributes: product qualityseller reputationcustomer service

Online MarketsReputation.Interoperability (Semantic Technologies); 11no obvious distinction -at the rating page- of what exactly being rated or reviewed.11Our User Studiestest how users perceive reputationhow many of reputation attributes the users consider which of them the users focus onused in the decision process with each other or separately?their relation to the overall rating

Reputation.Interoperability (Semantic Technologies); 12

Online Survey + interviews: 200 users, different countriesOnline Chocolate Store + detailed ratings12User Survey:http://www.kwiksurveys.com?s=ILNING_865460b6

Study 113Objectiveshow users perceive reputationDoes users use more information than the usual stars and reviews? Which attributes do they actually use to decide on a seller?compare between ratings representations does detailed-ratings style confirm with the social notion more than single-ratings style? frequency and size of cooperation between users

13User Survey:http://www.kwiksurveys.com?s=ILNING_865460b6

Study 1

14Objectiveshow users perceive reputationDoes users use more information than the usual stars and reviews? Which attributes do they actually use to decide on a seller?compare between ratings representations does detailed-ratings style confirm with the social notion more than single-ratings style? frequency and size of cooperation between users

14ResultsReputation.Interoperability (Semantic Technologies); 15ResultsReputation.Interoperability (Semantic Technologies); 16Results: comparison bet. Rating stylesReputation.Interoperability (Semantic Technologies); 17Results: comparison bet. Rating stylesno reviews option available users explicitly asked for it to be added stating that this is the only way to gather more information on a provider before selecting himReputation.Interoperability (Semantic Technologies); 18What does this mean?Analysis

Confusion in interpreting the meaning of rating styles reputation values Reputation of a seller or a product means more than one attributecombination of attributes: neither represented nor clear from current rating methods Detailed ratings were preferred over stars ratings and high number-of-reviewsUsers tend to read reviews (comments and feedback) in order to decide on a product or a sellerReputation.Interoperability (Semantic Technologies); 1919ChocStoreStudy 2Online Chocolate StoreFor our institution personalNormal Online store functionalities2 choices of payments3 choices of deliveryprices were changed significantly compared to the procurement cost (underpriced, overpriced)Reputation.Interoperability (Semantic Technologies); 202021Online Chocolate StoreObjectives

How many attributes are suitable for a reviewWhat is the important aspect of each users ratingBased on the previous study, we show that several attributes - delivery time for instance- affects ratingTo examine categorized ratings with multiple attributes vs. overall ratingsReputation.Interoperability (Semantic Technologies); 2222Online Chocolate StoreResultsThe overall rating does not always relate to the same attribute (i.e. delivery, quality, price) -> overall rating does not convey or show the meaning behind itDelivery time affects delivery rating and sometimes overall ratingPrices always affect overall ratingPick one attribute that is most important to your overall rating:Reputation.Interoperability (Semantic Technologies); 2323What does this mean?Analysis

Users gave the same overall rating for different reasonsSome cared more about product quality, others cared for how fast the delivery isAverage 4 attributes in the form was acceptable by all usersSingular formats of reputation is not enough ignore the reasons and information behind the ratingsUsers use several pieces of information to decide on a service provider

Reputation.Interoperability (Semantic Technologies); 24The form gave them the opportunity to express their perception of rating on different levels.24So?Discussion

A more aware user read textual reviews to find what he/she is looking forPossible -> for human users though time consuming Not Possible -> in other domains e.g. software agents or web services, text analysis: a highly expensive task that can not be performed for every transactionA user seeking a provider checks for high reputed ones assuming that the high reputation interprets into his own attribute of selection Reputation.Interoperability (Semantic Technologies); 2525

User

Relying PartyBusiness Owner/Seller/Factory

E-ShopWhy Rating is not enough? No context

Bad Review

Delivery ServiceDelayed PackageContext excluded from the reputation valuereputation query is too general 3 different contextsdelivery, quality, priceReputation.Interoperability (Semantic Technologies); 26Excluding context from reputation value, this can be illustrated with an e-market example, where a buyer wants to buy a TV set frpm an e-shop, the seller hands the product to a delivery service, which delays the package.As a result the customer is not satisfied and is giving the seller a bad review

Rating used books is the rating for the book itself -> the user liked what he reador the quality of the book ->was new and good printing) or the service provided by Amazon for example -> offering the book, price, delivery, payment method, etc.Such problem raised legal hassles:eBay (California, Grace vs. eBay)Amazon (cases in UK and USA)reason: rating a