Personal Preference for Reliable Transaction Identification on Web Service

As the Internet has been growing, WWW(World Wide Web) based services have become more popular, and the number of those using the service has increased excessively. To support these services, the processing of many transactions has become essential in the Internet. There are many researches regarding user profiling on web services to support those transactions effectively. Most of them are just for grasping the customer's preferences. However, the user's role on a recent web service is not limited. It is not fixed what they are doing among users; consumers could become providers and also providers could become consumers on virtual online environments such as the open market of the Internet. For this reason, it is necessary to inspect preference of both the consumer as well as the provider. In addition, the traditional service lacks of representing of various provider's preferences. In this paper, we proposed a Personal Preference Tree (PPT) to reflect the preferences for providers then implemented the module applied to the web service. Likewise, we evaluated the applicability and the performance of the personal preference module through simulations.