A Computational Model of Trust and Reputation推荐.pdfVIP

A Computational Model of Trust and Reputation Lik Mui, Mojdeh Mohtashemi, Ari Halberstadt 200 Technology Square, 9 Whittemore Road, Cambridge, MA 02139, USA Newton, MA 02458, USA {lmui, mojdeh}@ ari@ Abstract Reputation reporting systems have been implemented in e-commerce systems such as eBay, Despite their many advantages, e-Businesses lag Amazon, etc., and have been credited with these behind brick and mortar businesses in several systems’ successes (Resnick, et al., 2000a). Several fundamental respects. This paper concerns one of research reports have found that seller reputation has these: relationships based on trust and reputation. significant influences on on-line auction prices, Recent studies on simple reputation systems for e- especially for high-valued items (Houser and Wooders, Businesses such as eBay have pointed to the 2000; Dewan and Hsu, 2001). Trust between buyers importance of such rating systems for deterring moral and sellers can be inferred from the reputation that hazard and encouraging trusting interactions. agents have in the system. How this inference is However, despite numerous studies on trust and performed is often hand-waved by those designing and re