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A reputation system for e-marketplaces based on pairwise comparison

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Abstract

Implementing a reputation system is an effective strategy to facilitate trust and security in an online environment. In addition to that, reputation systems can help online customers through decision-making process. However, in real-world situations, these systems have to deal with plenty of problems and challenges. This paper aims to solve four problems that are common to reputation systems in e-marketplaces, namely the subjectivity of ratings, inequality of transactions, multi-context reputation and dynamic behavior of users. The proposed model starts with the pairwise comparison, which is a powerful tool for removing bias from ratings. Then, we extend the concept of pairwise comparison to contests between users. A pairwise comparison has only a winner and a loser, but we can associate a score differential with a pairwise comparison when we consider it as a match. This score differential is adjusted in a way that three other problems can be solved. We implemented our model in a multi-agent simulation in which real-world data were also incorporated. We compared our model with some of previous reputation systems. Experiments show that our model outperforms previous ones when faced with real-world challenges.

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Authors and Affiliations

  1. Iran University of Science and Technology, Tehran, Iran

    Hesam Ghiasi

  2. Department of Industrial Engineering, Iran University of Science and Technology, Tehran, Iran

    Mohammad Fathian Brojeny & Mohammad Reza Gholamian

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  1. Hesam Ghiasi
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  2. Mohammad Fathian Brojeny
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  3. Mohammad Reza Gholamian
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Correspondence to Mohammad Fathian Brojeny.

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Ghiasi, H., Fathian Brojeny, M. & Gholamian, M.R. A reputation system for e-marketplaces based on pairwise comparison. Knowl Inf Syst 56, 613–636 (2018). https://doi.org/10.1007/s10115-017-1141-2

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  • DOI: https://doi.org/10.1007/s10115-017-1141-2

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