Mining online auction social networks for reputation and recommendation

• Autorzy: Morzy M. , Wierzbicki A. , Papadopoulos A. N.
• Języki publikacji: EN

Abstrakty

EN

Online auctions are quickly becoming one of the leading branches of e-commerce. Unfortunately, online auctions attract many fraudulent activities. Reputation systems are crucial for guaranteeing fairness of trade and reliability of service. Currently used reputation systems offer little protection from malevolent contractors. In this paper we present a new method for mining the reputation of sellers in online auctions. We devise two independent measures that assess reliability and questionability of sellers in parallel, leading to the concept of positive and negative reputation. To compute these measures we construct an S-graph which reflects the social linkage between sellers and buyers. We use both explicit and implicit feedbacks provided by auction participants, carefully identifying missing feedbacks that have been purposefully left out. Based on reputation estimates the community of online auction participants can detect misbehaving contractors and counteract fraud. Thus, the application of social information about reputation of contractors can be perceived as recommendations. Experimental evaluation of our proposal proves the feasibility and usefulness of the presented approach.

Słowa kluczowe

EN

online auctions; reputation; recommendations

• Wydawca: Systems Research Institute, Polish Academy of Sciences
• Czasopismo: Control and Cybernetics
• Rocznik: 2009
• Tom: Vol. 38, no 1
• Strony: 87--106
• Opis fizyczny: Bibliogr. 23 poz., wykr.

Twórcy

autor

Morzy M.

autor

Wierzbicki A.

autor

Papadopoulos A. N.

• Institute of Computing Science, Poznań University of Technology, Piotrowo 2, 60-965 Poznań, Poland

Bibliografia

• ABERER, K. and DESPOTOVIC, Z. (2001) Managing trust in a peer-2-peer information system. CIKM’Ol: Proc. of the 10th International Conference on Information and Knowledge Management, New York, NY, USA. ACM Press, 310-317.
• BA, S., WHINSTON, A.B. and ZHANG, H. (2003) Building trust in online auction markets through an economic incentive mechanism. Decision Support Systems 35 (3), 273-286.
• CHEN, M. and JASWINDER, P.S. (2001) Computing and using reputations for internet ratings. EC’O1: Proc. of the 3rd ACM Conference on Electronic Commerce, New York, NY, USA. ACM Press, 154-162.
• CIALDINI, R.B. (2000) Influence: Science and Practice. Allyn & Bacon.
• DOUCEUR, J. (2002) The Sybil Attack. IPTPS’02: Proc. of the 1st International Workshop on Peer-to-Peer Systems, Cambridge, MA, USA. LNCS 2429, Springer Verlag, 251-260.
• FORRESTER (2007) Forrester Research, State of retailing online 2007. http://www.shop.org/soro07
• GUHA, R., KUMAR, R., RAGHAVAN, P. and TOMKINS, A. (2004) Propagation of trust and distrust. WWW’04: Proc. of the 13th Intern. Conf. on World Wide Web, New York, NY, USA. ACM Press, 403-412.
• HOUSER, D. and WOODERS, J. (2001) Reputation in auctions: Theory, and evidence from eBay. Technical Report, University of Arizona.
• IC3 (2007) 2006 IC3 Annual Report. FBI Internet Crime Complaint Center http://www.ic3.gov/media/annualreport/2006_IC3Report.pdf
• KLEINBERG, J. (1998) Authoritative sources in a hyperlinked environment. SODA’98: Proc. of the 9th Annual ACM-SIAM Symposium on Discrete Algorithms, Philadelphia, PA, USA. Society for Industrial and Applied Mathematics, 668-677.
• MALAGA, R.A. (2001) Web-based reputation management systems: Problems and suggested solutions. Electronic Commerce Research 4 (1).
• MARSH, S. and DIBBEN, M. (2005) Trust, untrust, distrust and mistrust - an exploration of the dark(er) side. iTrust’05: Proc. of the 3rd International Conference iTrust, Rocquencourt, France. LNCS 3477, Springer Verlag, 17-33.
• MELNIK, M.I. and ALM, J. (2002) Does a seller’s e-commerce reputation matter? Evidence from eBay auctions. The Journal of Industrial Economics 50 (3), 337-347.
• MORZY, M. (2005) Density-based measure of reputation of sellers in online auctions. ADMKD’05: Proc. of the 1st ADBIS Workshop on Data Mining and Knowledge Discovery, Tallinn, Estonia. Publishing House of Poznan University of Technology, 65-75.
• MORZY, M., WOJCIECHOWSKI, M. and ZAKRZEWICZ, M. (2005) Intelligent reputation assessment for participants of web-based customer-to-customer auctions. AWIC’05: Proc. of the 3rd International Atlantic Web Intelligence Conference, Lodz, Poland. LNAI 3528, Springer Verlag, 320-326.
• MUI, L. (2003) Computational models of trust and reputation: Agents, evolutionary games, and social networks. Ph.D. Dissertation, Massachusetts Institute of Technology.
• PAGE, L., BRIN, S., MOTWANI, R. and WINOGRAD, T. (1998) The PageR-ank Citation Ranking: Bringing Order to the Web. Technical Report, Stanford University. http://ilpubs.stanford.edu:8090/422/
• PANCONESI, A. (2005) The stationary distribution of a Markov chain. Unpublished note, Sapienza University of Rome, http://www.dis.unu~omal.it/~leon/didattica/webir/pagerank.pdf.
• RESNICK, P., ZECKHAUSER, R., FRIEDMAN, E. and KUWABARA, K. (2000) Reputation systems. Communications of the ACM 43 (12), ACM Press.
• RESNICK, P. and ZECKHAUSER, R. (2002) Trust among strangers in Internet transactions: Empirical analysis of eBay’s reputation system. In: M.R. Baye, ed., The Economics of the Internet and E-Commerce. Advances in Applied Microeconomics, 11, Elsevier Science.
• RESNICK, P., ZECKHAUSER, R., SWANSON, J. and LOCKWOOD, K. (2004) The value of reputation on eBay: a controlled experiment. Technical Report, School of Information, University of Michigan.
• RUOHAMAA, S., KUTVONEN, L. and KOUTROULI, E. (2007) Reputation management survey. ARES’07: Proc. of the 2nd International Conference on Availability, Reliability and Security, Washington, DC, USA. IEEE Computer Society, 103-111.
• XIONG, L. and LIU, L. (2003) A reputation-based trust model for peer-to-peer e-commerce communities. EC’OS: Proc. of the 4th ACM conference on Electronic Commerce, New York, NY, USA. ACM Press, 228-229.