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Authors: Yi Yang ; Wenjun Zhu and Xiliang Zhang

Affiliation: School of Ecomomics and Management and Xi'an University of Technology, China

ISBN: 978-989-8425-56-0

Keyword(s): Online trade, C2C, Reputation evaluation mechanism, Mechanism, Design.

Related Ontology Subjects/Areas/Topics: Electronic Commerce ; Enterprise Information Systems ; Software Agents and Internet Computing

Abstract: In view of the assumption of the trader’s bounded rationality, our research analyzed the defects of current reputation evaluation mechanism and the trust problem in the online trade. The mechanism was redesigned from the three aspects of the evaluation process, the accounting method of the reputation-limit and reputation rating scores, then, the system of "tell the truth" has been added to the mechanism to realize the improvement of incentive function in evaluation mechanism. In order to prove the effectiveness of the new mechanism, an algorithm example was given based on the sequential game analysis and Harsanyi transformation of the bounded rationality trader’s decision-making. The results show that the new mechanism can effectively provide the decision-making information for the trading parties in the process of reputation evaluation, and encourage both parties of evaluation to select the "tell the truth" strategy achieving the maximum reputation score.

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Paper citation in several formats:
Yang, Y.; Zhu, W. and Zhang, X. (2011). NEW MECHANISM DESIGN IN THE C2C ONLINE REPUTATION EVALUATION OPTIMIZING.In Proceedings of the 13th International Conference on Enterprise Information Systems - Volume 4: ICEIS, ISBN 978-989-8425-56-0, pages 53-62. DOI: 10.5220/0003486800530062

@conference{iceis11,
author={Yi Yang. and Wenjun Zhu. and Xiliang Zhang.},
title={NEW MECHANISM DESIGN IN THE C2C ONLINE REPUTATION EVALUATION OPTIMIZING},
booktitle={Proceedings of the 13th International Conference on Enterprise Information Systems - Volume 4: ICEIS,},
year={2011},
pages={53-62},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0003486800530062},
isbn={978-989-8425-56-0},
}

TY - CONF

JO - Proceedings of the 13th International Conference on Enterprise Information Systems - Volume 4: ICEIS,
TI - NEW MECHANISM DESIGN IN THE C2C ONLINE REPUTATION EVALUATION OPTIMIZING
SN - 978-989-8425-56-0
AU - Yang, Y.
AU - Zhu, W.
AU - Zhang, X.
PY - 2011
SP - 53
EP - 62
DO - 10.5220/0003486800530062

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