Abstract
In an online environment, the aim of reputation systems is to let parties rate each other and to help consumers in deciding whether to transact with a given party. In current reputation systems for e-commerce, users have to trust unreliable information sources and anonymous people. As a result, users are not only hesitant to trust online seller but also to reputation systems. Therefore, there is a need to improve current reputation systems by allowing users to make buying decision based on reliable source of information. This paper proposes a new approach of sharing knowledge and experience in reputation systems by utilizing social interactions. This study examines the potentials of integrating social relations information in reputation systems by proposing a model of acceptance of feedbacks in reputation systems.
Highlights
In e-commerce environment, as physical presence of participants is not provided, there is uncertainty regarding the reliability of products, services and providers
Trust transitivity is the base of reputation systems in sharing feedbacks by some individuals who have had experience in interaction with an e-seller or buying a product or service online, the persons who are looking for reputation information on an e-seller or product will trust the feedbacks submitted and use them for their decision making in online shopping
This research proposes a model for accepting feedbacks in reputation systems, which includes three factors known as homophily, tie strength and source credibility as factors that influence on acceptance of feedbacks in reputation systems
Summary
In e-commerce environment, as physical presence of participants is not provided, there is uncertainty regarding the reliability of products, services and providers. Reputation systems are one of the established mechanisms to assist consumers in making decision in online shopping (Gutowska & Sloane, 2010). Research on reputation systems has shown that these systems can potentially play an important role in e-commerce as a trust building mechanism being used by consumers and as an effective tool for marketing purposes for e-sellers (Gregg & Scott, 2006). There is a need for enhancement of feedbacks in reputation systems; these mechanisms should involve measuring the trustworthiness of feedbacks in the systems and the effectiveness of the systems in the process of decision making for online shopping (Komiak, 2010). As a solution on these problems, in a research we study peoples’ willingness to accept the feedbacks in reputation systems, and it would help to better understand the process by which feedbacks are being used in consumer’s decision-making.
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