Combining trust modeling and mechanism design for promoting honesty In e-marketplaces

In this paper, we propose a novel incentive mechanism for promoting honesty in electronic marketplaces that is based on trust modeling. In our mechanism, buyers model other buyers and select the most trustworthy ones as their neighbors to form a social network which can be used to ask advice about s...

全面介紹

Saved in:
書目詳細資料
Main Authors: Zhang, Jie, Cohen, Robin, Larson, Kate
其他作者: School of Computer Engineering
格式: Article
語言:English
出版: 2013
主題:
在線閱讀:https://hdl.handle.net/10356/96783
http://hdl.handle.net/10220/13093
標簽: 添加標簽
沒有標簽, 成為第一個標記此記錄!
機構: Nanyang Technological University
語言: English
實物特徵
總結:In this paper, we propose a novel incentive mechanism for promoting honesty in electronic marketplaces that is based on trust modeling. In our mechanism, buyers model other buyers and select the most trustworthy ones as their neighbors to form a social network which can be used to ask advice about sellers. In addition, however, sellers model the reputation of buyers based on the social network. Reputable buyers provide truthful ratings for sellers, and are likely to be neighbors of many other buyers. Sellers will provide more attractive products to reputable buyer to build their own reputation. We theoretically prove that a marketplace operating with our mechanism leads to greater profit both for honest buyers and honest sellers. We emphasize the value of our approach through a series of illustrative examples and in direct contrast to other frameworks for addressing agent trustworthiness. In all, we offer an effective approach for the design of e-marketplaces that is attractive to users, through its promotion of honesty.