A personalized trustworthy seller recommendation in an open market

Abstract

Although more and more customers are buying products on online stores, they have a difficulty in selecting a both trustworthy and suitable seller who sells a product they want to buy since there is a plenty number of sellers who sell the same product with different options. Therefore, the objective of this research is to propose a personalized trustworthy seller recommendation system for the customers of an open market in Korea. To that end, we first developed a module which classifies sellers into trustworthy one or not using a classification technique such as decision tree, and then developed another module which makes use of the content-based filtering method to find best-matching top k sellers among the selected trustworthy sellers. Experimental results show that our approach is worthwhile to take. This study makes a contribution at least in that to our knowledge it is the first attempt to recommend sellers, not products as done in most other studies, to customers. Crown Copyright (C) 2012 Published by Elsevier Ltd. All rights reserved.