Indirect Reputation Assessment in Electronic Markets
نویسنده
چکیده
The Internet allows for A2A commerce at an unprecedented scale; anyone can do business with anyone. The new markets made possible by the Internet bring with them new challenges. This paper presents a system for buyers in electronic markets to avoid bad sellers by modeling the reputation of a seller. The model proposed by Cohen and Tran [6] is extended to provide a method for the exchange of indirect reputation information among buying agents. The subjectivity that arises when buyers use different standards to model seller reputation is addressed and a way to correct for any systematic differences between these reputations is developed. We assume that the indirect reputation shared by buyers may not be truthful and provide a model for the reputation of other buyers along with methods to minimize the impact of deceptive buyers. This work should be of interest to anyone wishes to address the issues of deception and cooperation in electronic markets.
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