Document Type



The advent and expansion of the Internet and its applications, among them e-commerce, has provided new opportunities for the emergence of novel e-business models. A portion of these models are in the form of performing a mediatory role to provide some services for customers or businesses, and to facilitate transactions between them. In B2C e-commerce, often, a service consumer may supply his service demand from a range of providers and when he doesn't have any transaction with many of them making an accurate decision becomes challenging. Therefore, he would need to interact with others to acquire relevant information. Current approaches for addressing this issue are generally rating-based and perform poorly. Recently, an experience-based approach has been proposed by 􀃹ensoy et al [1]. This paper reviews this approach, analyzes its weaknesses and problems and proposes a new model to eliminate those problems, in which a third party assists the consumers in choosing their desired service providers.