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1 Control and Cybernetics

1 2011

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Asymptotic trust algorithm: extension for reputation systems in online auctions

Leszczyński K., Zakrzewicz M.

Control and Cybernetics

2011

Vol. 40, no 3

651-666

Online auctions have become a big business and the number of auction site users is growing rapidly. These virtual marketplaces give traders a lot of opportunities to find a contracting party. However, lack of physical contact between users decreases the degree of trust. Auction portals require an efficient mechanism for building trust between participants, whereas most of them provide simple participation counts for reputation rating. Moreover, a single opinion has virtually no effect on a big online store that already has many reputation points, so buyers are very hesitant to give negative feedback for fear of retaliation. Consequently, almost no negative feedback is provided1. In this paper we introduce a new trust system called Asymptotic Trust Algorithm (ATA) which prevents many fraud attempts and still is both simple and easy to understand for most users. Our new method can be applied in addition to the participation counts systems currently used by Allegro, eBay and most of other online auction sites because it does not require any additional information other than positive, negative or neutral feedback on transactions. Most importantly, ATA encourages users to submit unbiased comments, regardless of the number of previous transactions.