한국인터넷문화의특성과발전방안연구 정책연구 09-67 온라인평판시스템의순기능제고방안 2009. 12.
1.,..,...,,.,,,.. 2009 12
3 1 9 1 19 2 23 1 24 1. 24 2. 25 2 27 1. 27 2. / 28 3 29 1. 31 2. / 31 4 33 1. 33 2. 35 3. : 40 3 46 1 46 1. 46 2. 48
4 2 50 1. (Centralized Reputation Systems) 50 2. (Distributed Reputation Systems) 52 3 (Reputation Computation Engines) 53 4 56 1. 56 2. 58 5 58 1. in 59 2. 63 3. (Metablog) 66 4. 76 4 79 1 79 2 81 1. 81 2. 83 3. 85 3 90 1. 90 2. 93 3. 97 4. 100 5. 104 4 107 1. 107
5 2. 109 5 110 5 114 1 114 2 116 1. 116 2. 117 3. 119 3 123 1. 123 2. 126 4 131 1. 131 2. 134 5 137 6 : 142 1 142 2 145 1. 145 2. 148 3 (robustness) 150 4 152 155
6 2 1 33 2 2 34 2 3 36 2 4 38 2 5 (1) 40 2 6 (2) 41 2 7 OLS : (3) 41 2 8 : 42 2 9 : 43 2 10 OLS : (1) 44 2 11 OLS : (2) 45 3 1 in 60 3 2 in 61 4 1 82 4 2 88 5 1 119 5 2 125 5 3 127 5 4 136
7 2 1 30 2 2 ( ) 39 2 3 39 3 1 51 3 2 53 3 3 in 59 3 4 67 3 5 69 3 6 70 3 7 73 3 8 74 4 1 / 91 4 2 92 4 3 99 4 4 101 4 5 102 4 6 103 4 7 104 5 1 129 6 1 146 6 2 (2009 ) 147
8 6 3 152 6 4 Consumer Reports WebWatch 153
9 1 (reputation),,.,,,,.......,...,.,,
10.,.,... 2.. 3, 4.. 5,.. 2.....
11.. (ebay.com) (amazon.com). (digital footprint).,,.. (visibility),.,. (race). (reputation capital),...,.. 3 (feedback),,
12 (Resnick et al., 2000).. (recommendation system)...,.,.. (ebay)....,... (transaction)...,
13. DHT(Distributed Hash Table),. 1 4,.,,.,,.,,,,. 1
14..,.,...,,, ID.,,, ID. 5,,. (agenda setting) (opinion construction).,..
15 (believability) (trustworthy) (expertise) (Castelfranchi and Tan, 2002)., (Fogg, 1999)..,, (Fogg and Tseng, 1999).,.,. 2,...
16.??,,,,..,,,,. 2 6.
17.....,.,. /..,, (Robustness),.
1 19 1 (reputation),,.,,,,.... 1) (Rao, 1994)., (field)..... 1) (, 2005: 194).
20.,. (Becker, 2008).,..,,. (information cost). /.,. (herd behavior)..,,. (snow-ball effect).. (winner-takes-all)
1 21.,. (trickle-down),,.,.....,,.,,.,..,..., (popularity).
22........ 2.. 3, 4. 5,..
2 23 2 (Guide Michelin).,......... 2.
24 1 1. (social prestige)......... ( )......,,,,,.,,.
2 25...... (ebay.com) (amazon.com). (digital footprint).,,.. (visibility),. 2. (reputation capital),.. (cultural
26 capital). (conversion),. ( ),...,. (race). (Zabala et al., 2005),. (2005: 70) (prosopographie).,,,,,,.,,.. (2005: 324),.
2 27 2 1.,.. (1998).. 1 2 17, 18...,. ( ) ( ).,. 2). 2)..
28. 2. /....,,..,.....,,.. ( ). (packagers of content),,.
2 29..,.. 19.,., (Citation Index),. 3., (Resnick et al. 2000, Dellarocas, 2003). 2 1,.,,,.
30 2 1 : Yahoo! Developer Network (http://developer.yahoo.com/ypatterns/social/people/reputation/)
2 31 1. (ranking),. (item),,, (Wikipedia ). (ordinal numbers).,., (query-dependent method) (query-independent method).. PageRank TrustRank 3) HITS(Hyperlink-Induced Topic Search) (link analysis). 2. /.. (http://mixsh.com). FAQ IP 1 1. 3)? (PageRank)? (TrustRank).
32. mixup.. (http://naaroo.com). RSS,..,.. 2009 11 30 343,657 5,617,608 24,113,288, 4,261 66,647. (http://www.abondance.com). (Kartoo). Google, Yahoo, Bing, Exalead, Ask.com and Kartoo,,... (-)..,, (http://blog.kartoo.com/en/?cat=13).
2 33.. 4. 4. 1. 15, (Proportionate Quota & Systematic Sampling). 2009 8 27 9 18 3, (face to face interview). 1,232 95% ±2.8%. 2 1. 2 1 ( ) (%) 1,232 100.0 605 49.1 627 50.9 15-19 116 9.4 20 238 19.3 30 257 20.9
34 ( ) (%) 40 247 20.0 50 193 15.7 60 181 14.7 281 22.8 199 16.2 228 18.5 283 23.0 211 17.1 / 30 2.4 120 9.7 638 51.8 474 38.5 200 63 5.1 200-300 254 20.6 300-400 461 37.4 400-500 222 18.0 500 225 18.3 7 0.6 199 16.2 370 30.0 361 29.3 302 24.5 1,232 908 73.7%, 324 26.3%. 62.7% 46.7%. 20~40, 60 2.9%.,., 3.2%. 2 2 (N=908) (N=324) 73.7 26.3 62.7 37.3
2 35 (N=908) (N=324) 46.7 53.3 15-19 12.8 0.0 20 26.1 0.3 30 27.1 3.4 40 21.8 15.1 50 9.4 33.3 60 2.9 47.8 18.3 35.5 16.1 16.4 24.1 2.8 16.7 40.4 23.2 0.0 / 1.5 4.9 3.2 28.1 47.7 63.3 49.1 8.6 200 1.7 14.8 200-300 18.8 25.6 300-400 38.5 34.3 400-500 19.6 13.6 500 20.6 11.7 0.8 0.0 14.1 21.9 30.2 29.6 29.1 29.9 26.7 18.5 2.,,,. ( =1, =0).,,. 50..
36 (Omnivore) (tolerant) (proxy variable). TV,,,. 5 0,,, 1,.,,.. 10 =1, =0 Z-score. Z-score ( ).,, PDA/,, PMP, MP3, Dvix, TV, /. 2 3 TV (N=1,232) 1) / 2) / / 3) / 4) / / 5) 6) / 7) 8) / / 9) 10) / 11) / / ~ (5 ) 1-3 =0 ( ) 4-5 =1 ( ) 0-1
2 37 TV (N=1,232) (N=1,232) (N=1,232) 1) / 2) /R&B 3) / 4) / 5) / 6) 7) / 8) 9) / 10) 1) / 2) / 3) / 4) / 5) / 6) SF/ 7) 8) 9) 10) ( ) 1) / 2) / / 3) 4) / 5) 6) / 7) 8) / / ~ (5 ) 1-3 =0 ( ) 4-5 =1 ( ) ~ (5 ) 1-3 =0 ( ) 4-5 =1 ( ) ~ (5 ) 1-3 =0 ( ) 4-5 =1 ( ) 0~11 0-1 0~10 0-1 0~10 0-1 0~8 18. 1.0.
38 2 4.801.118.195.117.730.144.324.037.721.225.214.139.703.194.306.153 /.690.494.040.092 /.671.480.083.150.629.216.560.050.283.801.262.072.071.799.234.290.172.799.148.242.365.736.205.068 / / /.490.583.095.117.451.181.759.106.456.263.729.110.106.324.662.403.248.118.055.794 / -.026.187.190.779 /.253.506.095.529 4.55 3.96 2.39 1.96. 6 1.,,,,, 5, 2 2.
2 39 2 2 ( ) 2 3 8.. 2 3
40 3. :,... 2 5 (1) 1 B ( ) 18.914.857 ( =1).090.270.015 -.021.015 -.068 -.606*.247 -.118.478***.097.235 _.057.116.023 _.274.143.092 _ -.077.118 -.030 _.191.133.066 -.025.034 -.034 R 2 0.090 * p<0.5, ** p<0.01, *** p<0.001 4 2 6..,. TV,, (+)..
2 41 2 6 (2) 2 B ( ) 17.872.705 ( =1) -.452*.197 -.075 -.035***.008 -.144 -.321.177 -.059.311***.072.140 -.017.025 -.023 TV.159**.055.099.022.067.012.227***.057.153.195**.065.110 -.093.059 -.050 * p<0.5, ** p<0.01, *** p<0.001 3,,. TV,,. 2 7 OLS : (3) 3 B ( ) 17.827.709 -.443*.196 -.073 -.031**.010 -.125 -.342.178 -.063.297***.073.134 -.014.025 -.019 _ -.125.100 -.041 _.189.108.062 _ -.111.099 -.037 _.131.100.043 -.102.061 -.055
42 3 B TV.165**.055.102.027.067.015.227***.057.152.194**.065.109 R 2 =0.150 6 2.,,.. TV,,.. 2 8 : B S.E, Exp(B) ( =0) -.017.149.984 ( ) -.017.007.983 -.044.135.957.128.055 1.137 -.018.019.982 _ -.346.077.708*** _.082.083 1.086 _ -.220.074.803** _.212.076 1.236** TV.084.042 1.088* -.084.051.919.144.044 1.155**.120.050 1.128* -.935.542.393 Cox Snell R-.101 Nagelkerke R-.135 * p<0.5, ** p<0.01, *** p<0.001
2 43..,,. TV.. 2 9 : B S.E, Exp(B) ( =0) -.012.151.988 ( ) -.021.008.980** -.181.138.835.266.058 1.305*** -.015.020.986 _ -.051.077.950 _.147.082 1.158 _.092.075 1.096 _.035.076 1.036 TV.120.042 1.127** -.041.051.959.098.045 1.102*.165.050 1.180** -2.430.555.088 Cox Snell R-.111 Nagelkerke R-.150 * p<0.5, ** p<0.01, *** p<0.001 ( < ), (-), (+), (+). TV,,.
44 2 10 OLS : (1) B ( ) 18.851 1.229 15.334 ( =1) -0.948** 0.343-0.086-2.762-0.090*** 0.015-0.202-6.137 1.027** 0.308 0.105 3.329 0.295* 0.126 0.073 2.334 0.014 0.044 0.010 0.322 0.635*** 0.104 0.188 6.124 TV 0.239* 0.096 0.082 2.498 0.317** 0.117 0.095 2.706 0.487*** 0.100 0.180 4.887-0.164 0.114-0.051-1.441 R 2 0.211 * p<0.5, ** p<0.01, *** p<0.001 t 6%.,,. TV. (+)....
2 45 2 11 OLS : (2) B t ( ) 19.299 1.194 16.163 ( =1) -.956*.331 -.087-2.890 -.037*.016 -.084-2.330.716*.300.073 2.390.208.122.052 1.698 -.009.042 -.006 -.205 _.472**.168.086 2.806 _.788***.182.142 4.319 _.544**.167.099 3.260 _ 1.199***.168.217 7.139.439***.103.130 4.242 TV.198.093.068 2.139.298**.113.089 2.630.458***.096.169 4.761 -.182.110 -.057-1.662 R 2 0.271 * p<0.5, ** p<0.01, *** p<0.001
46 3,.,.,,,. 3,,,,. 1 1...,..
3 47., (active digital footprint) (passive digital footprint).,.,, (Wikipedia). 4) (feedback),, (Resnick et al., 2000).. (recommendation system),.. (Dellarocas, 2003)...,.,,,. 4) http://en.wikipedia.org/wiki/digital_footprint
48... 2.,.. Esfandiari Chandeasekharan(2001). (exploratory protocol) (query protocol). Carter (2002) 5,,,,,.,. Sabater & Sierra(2005) (information source).,,, 4.
3 49,.. Resnick(2000).,. Resnick (Shadow of the Future). Resnick. Dellarocas(2003).,.,..,,,,.
50 2., (Jøsang et al., 2009). 1. (Centralized Reputation Systems) (transaction)... (ebay) (Amazon).,, (peer).,.
3 51 3 1 : Jøsang et al. (2009) 3 1 A B,.,,.,.. (ebay) (Feedback Forum), (Expert Sites), (Epinions), (BizRate), (Amazon) (Product Review Site), (Slashdot), (Kuro5hin) (Discussion Fora), (Google) (Web Page Ranking System), (Supplier Reputation Systems),
52 (Scientometrics). 2. (Distributed Reputation Systems),. DHT(Distributed Hash Table),.,..,... (Napster) P2P.
3 53 3 2 : Jøsang et al. (2009) (content-driven reputation system). Adler Alfaro(2006),.... 3 (Reputation Computation Engines).,.
54,. (rating)..., (Bayesian Systems). (beta probability density functions)..., (Discrete Trust Models). (discrete verbal statements).. (very trustworthy), (trustworthy), (untrustworthy), (very untrustworthy)., (Belief Models)., 1,. A B D, C D. 2 (path) A B D A C D, A D B A, C A. A D., (Fuzzy Models).,
3 55. A (True=1), (False=0). A 0 1. 5).., (Flow Models).. (PageRank).... A B, C, D 3 B A 1/3. (Random Sufer). A A, A. (Damping Factor) α, B α*1/3.,..,,,,. 5) (Grade of Membership).
56,,,,. 4... 1., (rating)..., (bias). Resnick & Zeckhauser(2002) 0.6%, 1.6%..., (unfair ratings), 2. (endogenous discounting of
3 57 unfair ratings), (exogenous discounting of unfair ratings)., (change of identities). (identities) (pseudonyms)..., (quality variations over time)...., (discrimination).,..., (ballot box stuffing).....
58 2.,. Jøsang (2009)., (accuracy for long-term performance).. (entity)., (weighting toward current behaviour)..,,., (robustness against attacks)..,.., (smoothness).,. 5
3 59 in,,,,,,., 4.. 1. in in 2002 10 7,.. 2004 in DB 1, 2009 4 4. 3 3 in
60 in,,.,. in 2008 2,. in 3 1. in,,,,. 3 1 in +25 +25, ( ), + 50%,,, ( ) 50% +5~100 1 +200, 200 ( 1 ) in in.,, 2.
3 61 3 2 in 5 50% 30 60% 70 65% 150 350 70% 650 1.000 1,300 75% 1,700 2,300 3,000 80% 4,000 2009 in in,. in, Q&A. in. in,,,,.,. in,.,,.
62 in,.,.. in. Q&A,.......,. in.,. 1 1.. in,,.
3 63 in. in 1.,.,.. 1,500,.. (Arbitration Committee).,. in..,.. 2. (Daum) 2003 3. 2004 12.
64,,,,.. 2008.,. PD. TV....... 2008 7 IP, /.,,,,. 2009 4 22.
3 65,,,,,,, ID IP. 2009 5 29,,,. IP 1. ID,. ID. ID. ID 10. 20, 20,., 2008 4 1 ~18 ( ) 10 (ID ) 21,810. 1 3,170, 10 1,561 10 1 20~40.. 2008 2009,.
66 3. (Metablog).. Meta( ) Blog( ). RSS(Really Simple Syndication) Atom..,.,,,,.. (Daum View) (http://view.daum.net) 2009 5.,. (View On).,,.,,.
3 67 3 4., 40.
68 12 6) 7.,,,, IT,,,..... 1~3... (Allblog) (http://www.allblog.net). ' '.. ( )... 6) view. view, view,.
3 69 2007 6.. 2007 7.,. 3 5,,
70,.. (Blogkorea) (http://www.blogkorea.net) 2003. RSS RSS. 3 6,.,..
3 71,...,,. RSS,, 3.,.,. RSS....,,,,,,,,,,.,,. 3, 6.,.,
72,. 2003 2005 11., 2007 4 U 2007 7.. (RevU) (http://www.revu.co.kr) 2006.,,.,.,,.
3 73 3 7. ( ). 1 1,... 1, 2, 3
74.... (Mixsh) (http://www.mixsh.com). RSS...,. 3 8
3 75., mixup. mixup 5. 5 mixup,. ( 30 ),,,. ID mixup mixup. mixup.,. 300. mixup.,.,... mixup..
76 4... in.,.,.,.,,. in. in.,.,..
3 77,.... in.....,,. RSS,, (blogroll),,, ( ), (Pagerank),,.,..
78,. TV,...
4 79 4 1..,, (information asymmetry).,,.... (twin consumer)...,..
80. (information overload)..,..,.,,.,,.,.... (collaborative filtering) (contents-based filtering)...,,
4 81. 2 1... (buzz marketing), (viral marketing).,.,, (, 2006). (word of mouth) word of mouse, (electronic word of mouth)...,.,,.,,,
82,,..,, 41.2% (14.1%) (, 2008).. 50 50, 18.4, 9, 6.5 (, 2007).,. 4 1. 4 1 (face to face) (web-based) (well known) (anonymous) (strong tie) (weak tie) (spoken word) (written word),,, (, ),, : (2006)
4 83,,,..,,.,,. 1 7).,. 2..... 7), (, 2006).
84 (, 2002), (, 2008).. (, 2008).. Pavlou Gefen(2004) (perceived effectiveness of the feedback mechanism).,,. (2005),. Bickert Schindler(2001),,,.,,.. (2004),,,. (2008),,,
4 85,,,.,,,.,..,,,.. 3... (auction site), (Zhou et al., 2008). (asymmetric information),..,
86.,, (Resnick et al., 2006).... (Zhou et al, 2008; Resnick et al., 2006; Dellarocas, 2003; 2006)., (Resnick et al., 2006).... Zhou (2008)., (shilling), Id. (setup costs) (opportunity costs)
4 87.,.,..,. -,., ID, ID.,., (Resnick et al., 2006).,,.,., (Bayesian calculation).., Korsgaard Jensen (2009) (logical components)., (feedback repository).., (reputation calculation).., (identity management).
88 IP,., (interception mechanism). (legacy system). Marti Garcia-Molina (2006), P2P (functionality),. (peer). ( ), (expected reliability) ( ), ( ). 4 2. 4 2 (information gathering) (scoring and ranking) (response) identity scheme good vs. bad behavior incentives information sources quantity vs quality punishment information integrity stranger policy time-dependence : Marti and Garcia-Molina(2006).,, (anonymity), (spoof-resistant), (unforgeable).,. (personal experience),
4 89 (external trusted sources), (trusted peers), (global history). (credibility). (trade-off).,... (trustworthiness). 2,. (social network),.., (strangers).. (continuum)...
90.. (quality) (quantity).. (time),. ( ), (1 10 ).. P2P (speed), (quality), (quantity).. 3 1. 1998 4,., C2C B2C.,. (marketplace model)
4 91.,,. /,. 4 1 /,. 2008 1 30 (, 2009)., ( 4 1 ). 1,
92....,,. 3,. 4 2, ( 4 2
4 93 ).,.,,,. Level 1 Level 7, 1.,.,,.. 2006 10.,,, (, 2009). 2. 6..
94,,.,...,,..,,.,,.....
4 95.,,..,....,.,..,...
96,.,..,,,., 3....,., ( ) (3 ),..,.
4 97 3,..,. C C. 2005 C, 6 8. 00.,,. C.,.. 3. 1995,.,..
98.. 1( ), 0( ), -1( )..., 1, 1. (shilling) (Zhou et al, 2008). (net reputation scores).. 2003 (%).,,.. 0, 30. ID, 0. ID (Zhou et al, 2008).
4 99 4 3 4 3.,,.,..... (, 2009). Yellow Star
100 Silver Shooting Star 12. (Resnick et al., 2006). 50%..,. 1%, 2%... 4. 1995 7,, DVD,,,... (rating) (review)... I
4 101 Hate it I Love it 5 ( 4 4 ).,.,. 4 4. 13..
102,. 4 5,..,.,, (, 2009). 4 5
4 103 4 5,..,.. 4 6.,,,.,. 4 6
104 5. (Wikipedia). ' ' (Wiki philosophy).,,,.. (prior qualification)... 2008 750,. 4 7. Watch Page Discussion Page, Edit Page, History Page,. 4 7
4 105.,. Jimmy Wales 10...,,. 2006 1 IP. (personal battleground). (correctness), (completeness), (impartiality) (Korsgaard and Jensen, 2009).., (user interface). (collaborative authoring system), (reputation system) (opt in)..,
106.,...,., (reputation value).,.. (trust).,..,. (Dondio et al., 2006; Adler et al., 2007). Dondio (2006) (revision history).,,, (content based evaluation). Adler (2007)
4 107.,. 4 (web-based recommendation system)... (collaborative filtering), (contents-based filtering), (hybrid filtering) (, 2009).,. 1. (collaborative filtering),.,. (behavioral approach)
108 (Laudon and Traver, 2007)., (let the data speak for itself). MIT, Firefly. (,, 2009)., (, 2008).,,.,. (word-of-mouth) (,, 2008)., (,, 2009).,, (sparsity). (scalability).
4 109 2. (contents-based filtering). (, 2008)., (user preference profile).,.. (, 2008)..,..,.
110 (, 2009)..,,.... 5, (heuristic).,. 2.0,.,,,
4 111. (signal) (incentive) (Dellarocas, 2003).,.,,.,,.,,., (source) (Sabater and Sierra, 2005).,,.,...,.,,
112.,..,.,.,,,,.,.,.,.,, (user-friendly interface).,.,...
4 113..,.,.
114 5 1.,...,, 10 1 (SK, 2009),.,,.
5 115 (filtering process).,..,.,.,.,???,,? (cognitive authority)?.,
116. 2 1.,,, (Johnson and Kaye, 1998; Self, 1996).,.. (agenda setting) (opinion construction).,.. (believability)
5 117 (trustworthy) (expertise) (Castelfranchi and Tan, 2002)., (Fogg, 1999)..,,., (Belkin, 2000).,.,,, (label)..,. 2.,..
118. (Bunn, 1993).,, (Fogg and Tseng, 1999).,.,. 5 1,,,,,,,. 5 1,,,..,..
5 119 5 1,,,,,,,..,,,,. 3.? (Dellarocas, 2003)..
120, (Lin, 2001).., (Plant, 2004)..,,,,,,,,.,. (externality),.,,. (compression),,.,,,
5 121. (Nie and Ebring, 2000).,.,. (, 2008).,,, (Durwin, 1997)..,,,,,..
122,. (, 2008)...., (Johnson and Kaye, 1998).,.,., (blind faith) (blind skepticism) (Tyler and Cook, 1984).,.
5 123,.. 3 1., (Multidimensional Scaling Method) (Focus Group Analysis).,,,,,,, (Neuman, 2000)..,,.,,, (Quintana et al, 2001).
124, (, 2007).,. (filtering mechanism),,.,,.,..,.,, (Corritore et al., 2003).,,.,
5 125,. 5 2,,,,,,,,, 5 2..,, (, 2007).,,..
126,.,., (Nass and Moon, 2000).,... 2. 5 3. (source) (media), (message),.,.
5 127 5 3,,,,,.,,,.,,.,,.. (Ba, 2001;,, 2007)..
128.?. 5 1,... (iterative)....??,,,,..,,,,.
5 129 5 1.,,,...,,
130,,,..,,,.,....,..,..
5 131,,., (incredulity error) (correct rejection) (Rodman, 2003)...????,,.,. 4 1..
132. (cognitive authority system). (Wilson, 1983).,. (misinformation) (disinformation),,........
5 133,,, (Simon, 2001)... (1),. (2). (3),. (4). (5).,.,,,.
134,,.,.. 4....,.,,.,.. 2.
5 135.,. (downstream filtering) (upstream filtering) (Beniger, 1996).,. 5 4.,,,...,,..,
136.. 5-4,, (upstream) (downstream) (multiple media) 3...
5 137,.,. (Lessig, 1999). 5,.,. (Giddens, 1990; Shapiro, 1999).,.. 5-1,,, 4.
138,.,. (upstream filtering)..,..,.,. (Walters, 2001). 3.,,
5 139.. (Sztompka, 1999).,... (public goods).. (Jenson, 2003).....
140., (inter-subjective).... (reputation system board)...,...
5 141,.,,. (unitary system).
142 6 : 1,.. (2009: 111).. (Koehn, 2003),,,.... (trustee).,,...
6 143.,..,.,,.,. 10... -... (customization)... (trustor)..
144....,... (AdWords),.,.,,... (Hargittai, 2008)....
6 145 (popularity).....,. 2,... /... 1.,,,,.,.
146,,,,,. 6 1 70%,,,.,..,
6 147 2006. 6 2 (2009 ) : (http://www.acecounter.com) (PPC).. (SEM: Search Engine Optimization).
148,. (crawler) /,...,.,.. NHN 2004 4.. (PageRank).. 2. (collaborative filtering)..
6 149,, (clickstream).,,,.,...,. (sparsity) (scalability).,.,....
150 3 (robustness) Jøsang (2009),,,...,.,. (performance)....,. 1
6 151. (testbed),,...,,..,,..
152 6 3 4,. Consumer Reports WebWatch' 8). Consumer Reports WebWatch,
6 153,,.,,.. 6 4 Consumer Reports WebWatch Consumer Reports WebWatch,,,,,,,,,,. 9) 8) http://www.consumerwebwatch.org/ 9) http://www.consumerwebwatch.org/consumer-reports-webwatch-investigations.cfm
154,,.,..
155, (2008),, 42, pp.44~78., (2005),. 11(1), pp.191~205., (2009), -, Journal of Information Technology Application & Management 16(1), pp. 97~113. (2004), :, 9(1), pp. 161~188. (2008),, 25(4), pp.185~204.,, (2002),, 17(4), pp.77~98.,,, (2008),, 2008., K. (1998),, ( ),., (2005),, ( ),., (2009),, ( ),., (2008), P2P, 11(10), pp.1338~1346.
156 (2008),, 37(4), pp.957~988., (2007), :, 14(3), pp.5~32., (2005), :, 16(2), pp.145~171. (2007),, 7(4), pp.79~111. (2009),,., (2007),. 9(4), pp.7-45.,, (2007), 2.0,.,,, (2006),,.,, (2008), :, 9(2), pp.15~34. (2007),,.,,,, (2009),, 16(2), pp.273~280. (2008), 2008. SK (2009),,.
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