Improving Trustworthiness in E-Market Using Attack Resilient Reputation Modeling

Asymmetric information is a major problem in e-commerce transactions as it gives rise to adverse selection and moral hazard problems. Reputation mechanisms provide a solution to this problem by discouraging fraudulent behavior and encouraging honest behavior of participants in the uncertain and un-trusted environment of e-market. This paper discusses trust and reputation relationships, and highlights the importance of key reputation building parameters to enhance trustworthiness of participants. Finally, it proposes reputation metrics that guard reputation systems from various attacks by malicious participants to improve the quality of e-market and presents a working prototype. Improving Trustworthiness in E-Market Using Attack Resilient Reputation Modeling