Mitigating Risk in Web-Based Social Network Service Selection: Follow the Leader

The International Academy, Research and Industry Association (IARIA)
Publication Type:
Conference Proceeding
The Sixth International Conference on Internet and Web Applications and Services (ICIW 2011), 2011, pp. 156 - 164
Issue Date:
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In the Service Web, a huge number of Web services compete to offer similar functionalities from distributed locations. Since no Web service is risk free, this paper aims to mitigate the risk in service selection using 'Follow the Leader' principle as a new approach for risk-reducing strategy. First, we define the user credibility model based on the 'Follow the Leader' principle in web-based social networks. Next we show how to evaluate the Web service credibility based on its trustworthiness and expertise. Finally, we present a dynamic selection model to select the best service with the perceived performance risk and customer risk-attitude considerations. To demonstrate the feasibility and effectiveness of the new 'Follow the Leader' driven approach to alleviate the risk in service selection, we used a Social Network Analysis Studio (SNAS) to verify the validity of the proposed model. The empirical results incorporated in this paper, demonstrate that our approach is a significantly innovative approach as riskreducing strategy in service selection.
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