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ACMICEC
2006
ACM

Trusting advice from other buyers in e-marketplaces: the problem of unfair ratings

13 years 9 months ago
Trusting advice from other buyers in e-marketplaces: the problem of unfair ratings
In electronic marketplaces populated by self-interested agents, buyer agents would benefit by modeling the reputation of seller agents, in order to make effective decisions about which agents to trust. One method for representing reputation is to ask other agents in the system (called advisor agents) to provide ratings of the seller agents. The problem of unfair ratings exists in almost every reputation system, including both unfairly high and unfairly low ratings. We begin by surveying some existing approaches to this problem, characterizing their capabilities and categorizing them in terms of two main dimensions: public-private and global-local. The impact of reputation system architectures on approach selection is also discussed. Based on the study, we propose a novel personalized approach for effectively handling unfair ratings in an enhanced centralized reputation system. Experimental results demonstrate that the approach effectively adjusts the trustworthiness of advisor age...
Jie Zhang, Robin Cohen
Added 13 Jun 2010
Updated 13 Jun 2010
Type Conference
Year 2006
Where ACMICEC
Authors Jie Zhang, Robin Cohen
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