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Identifying buyers with similar seller rating models and using their opinions to choose sellers in electronic markets

Identifying buyers with similar seller rating models and using their opinions to choose sellers... In this paper, we provide a model for designing buyers that can learn to identify trustworthy friends that are honest and share similar opinions in a decentralised electronic market. The buyer rates a seller after having purchased goods from it. It also evaluates friends who provide seller information when requested, to determine their truthfulness, similarity in opinions regarding product expectations, and to identify the differences between its own and its friends' seller rating mechanisms. Trustworthy friends are identified, and the seller ratings provided by them are adjusted to account for the differences in rating systems and then utilised to evaluate sellers. We conducted experiments to confirm that a buyer using the proposed model is able to accurately identify trustworthy friends, accurately adjust the seller reputation ratings provided by them and has higher gains than a buyer acting alone. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Information and Decision Sciences Inderscience Publishers

Identifying buyers with similar seller rating models and using their opinions to choose sellers in electronic markets

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References (15)

Publisher
Inderscience Publishers
Copyright
Copyright © Inderscience Enterprises Ltd. All rights reserved
ISSN
1756-7017
eISSN
1756-7025
DOI
10.1504/IJIDS.2010.029901
Publisher site
See Article on Publisher Site

Abstract

In this paper, we provide a model for designing buyers that can learn to identify trustworthy friends that are honest and share similar opinions in a decentralised electronic market. The buyer rates a seller after having purchased goods from it. It also evaluates friends who provide seller information when requested, to determine their truthfulness, similarity in opinions regarding product expectations, and to identify the differences between its own and its friends' seller rating mechanisms. Trustworthy friends are identified, and the seller ratings provided by them are adjusted to account for the differences in rating systems and then utilised to evaluate sellers. We conducted experiments to confirm that a buyer using the proposed model is able to accurately identify trustworthy friends, accurately adjust the seller reputation ratings provided by them and has higher gains than a buyer acting alone.

Journal

International Journal of Information and Decision SciencesInderscience Publishers

Published: Jan 1, 2010

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