Selecting appropriate sellers in online auctions through a multi-attribute reputation calculation method
學年 99
學期 2
出版（發表）日期 2011-03-01
作品名稱 Selecting appropriate sellers in online auctions through a multi-attribute reputation calculation method
作品名稱（其他語言）
著者 Chang, Jau-Shien; Wong, Hao-Jhen
單位 淡江大學資訊管理學系
出版者 Amsterdam: Elsevier BV
著錄名稱、卷期、頁數 Electronic Commerce Research and Applications 10(2), pp.144-154
摘要 Online auctions have become immensely popular and created massive cash turnover in recent years. The volume of trade on eBay, the largest auction site in the world, reached US$6 billion in 2008. However, for a user intent on purchasing an item from an auction site, selecting an appropriate seller from the numerous choices is not an easy task. Even though most auction sites provide a concise binary reputation management mechanism to model the reputation of a trader through an integer value rating system, such a simple mechanism does not give users enough information about their potential trading partners. It is difficult to infer the right judgment rule correctly from knowledge of summing positive and negative ratings alone. We focus on developing an effective reputation model for online auctions to help users select a suitable seller. To accomplish this, four feature factors strongly related to online auction characteristics are adopted to assess the reputation of a trader. We also propose a multi-attribute reputation management (MARM) support tool to assist users in choosing sellers when using auction sites. In this research, actual transaction data collected from eBay were used to demonstrate the effectiveness of our method. Our results show that MARM is able to select more suitable sellers than other methods.
關鍵字 e-Business; Online auctions; Quality of service; Reputation management; Seller selection
語言 en
ISSN 1567-4223
期刊性質 國外
收錄於 SSCI SCI
產學合作
通訊作者 Chang, Jau-Shien
審稿制度
國別 NLD
公開徵稿
出版型式 紙本
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