Heath, Thomas; Motta, Enrico and Petre, Marian
Person to person trust factors in word of mouth recommendation.
In: Conference on Human Factors in Computing Systems (CHI'06), 22-27 Apr 2006, Montreal, Quebec, Canada.
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Online recommender systems and review sites do not currently reflect how people seek information using social networks of people they know. Developing systems that overcome this limitation requires studies of how people choose sources for recommendations and assess their trustworthiness. This paper presents the findings of such a study and discusses their implications for search and recommender applications.
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