Information Technology Reference
In-Depth Information
Chapter 5
A Community Based Trust Establishing
Mechanism for a Social Web Service
Shigeichiro Yamasaki
5.1
Introduction
Encountering new people is indispensable for succeeding in business and enriching
the life of a person. Communities and companies that fail to take on new challenges
and invite new participants have difficulty surviving. The primary purpose of a trust
infrastructure is to reduce the risk caused by new encounters and to give us the
freedom to challenge new businesses and make new friends. IT enabled services
subject to this chapter are social Web services. Social Web services offer the
possibility to amplify a person's ability to meet new business and new friends. In
order to make this power actually available, it is necessary to provide an infrastruc-
ture of trust for social web services.
5.1.1 The Infrastructure of Trust in the Age of Social Web Service
Before the social web services become popular, primary information source in the
Internet was the web pages. Search engine services such as Yahoo!, Google has
been succeeded by providing the effective means to search valuable web pages.
Social web services has become popular from 2003. Those services had obtained
a huge population of users in a short period of time. Facebook had gotten more than
800 million users at June 2011. Enormous number of people have come to dissemi-
nate information over the social Web service. Recent years, the primary informa-
tion source in the Internet has become the people on the social web service from a
web page.
