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论文题目：英文：电子市场中信任机制与信誉度机制
论文语种：英文
您的研究方向：电子商务
是否有数据处理要求：是
您的国家：英国
您的学校背景：英国排名30左右
要求字数：20000
论文用途：硕士毕业论文 Master Degree
是否需要盲审（博士或硕士生有这个需要）：
补充要求和说明：要求已经放在附件中，查收
Outline
1. Title
An Investigation into Reputation-based Trust System in e-Marketplace
2. Background
A global financial tsunami was breaking in 2008. In the moral sense, this financial tsunami is possibly worse than ever before as trust and reputation in the global capitalist market has been shaken and almost totally destroyed. The concept of reputation is closely linked to that of trustworthiness. Economic transactions often rely on trust in the traditional market as well as the internet based marketplace. This research will focus on the investigation of trust and reputation system in the Internet e-marketplace.
Nowadays, eBay, as the largest and most popular marketplace on the Internet, allows people to buy and sell almost anything anywhere. The Feedback Forum on eBay gives buyer and seller the opportunity to rate each other feedback as positive, negative, or neutral after completion of a transaction. There are many empirical studies of eBay's reputation system see Resnick et al. (2002) for an overview. They state three challenges a reputation system must meet: (1) provide information that allows buyers to distinguish between trustworthy and non-trustworthy sellers (2) encourage sellers to be trustworthy, and (3) discourage participation from those who aren’t. However, unfair ratings for genuine transactions cannot be avoided in eBay feedback system. So How to obtain honest and fair ratings is still the big goal of reputation system in the e-marketplace.
3. Aims
To review existing reputation systems and trust mechanisms that is used to measure trust and reputation in Internet transactions, such as in eBay (user feedback reputation), Amazon (product review rating), alibaba (supplier reputation) etc. (these three website stand for different e-business model c2c, b2c, b2b)
To investigate eBay feedback forum system and compare eBay reputation system with other existing systems and analysis its advantages and disadvantages or problems, (for example, low incentive for providing rating, bias, unfair ratings, etc.) as well as the effectiveness of feedback profile.
To develop an improved feedback rating scheme to address the emerging reputation system issues and enhance the system effectiveness. And then validate the scheme in experiment cases.
4. Method
The set of experiments study will be taken under eBay with an established eBay business id which has a high reputation score (more than 4000 selling records in one year, and above 99% positive feedback) as well as with some other experiment ids. For example, use different seller ids (high reputation and little reputation; few negative feedbacks and no negative feedback) to sell same #p#分页标题#e#items (with same customer service and different customer service). And compare their feedback profiles, analysis its data and find out the reasons of negative feedback and rating to see whether or not they are fair and honest.
Use Logistic Regression Mathematical Method to compute coefficient of the effects of unfair reputation:
An offline questionnaire of simulation experiment will be conducted for collecting data which is adopted to validate the proposed feedback rating scheme. For example, simulate e-Marketplace environment under the improved feedback rating system, call for participants to play as buyer or seller to complete sets of questions.
5. Data Source
Data from literatures and bibliographies in eBay reputation system studies
Data from the feedback profile of one eBay business id and other experiment ids
Data collected from offline questionnaire and simulation experiments.
6. Expected Outcome
Comprehensive data analysis on the effectiveness of reputation system by comparing fair feedback ranting with unfair feedback ranting
An improved feedback rating scheme to address the emerging reputation system issues and enhance the system effectiveness
7. Key references
A survey of trust and reputation systems for online service provision, A Jøsang, R Ismail, C Boyd - Decision Support Systems, 2007
Trust Among Strangers in Internet Transactions: Empirical Analysis of eBay’s Reputation System, P Resnick, R Zeckhauser - The Economics of the Internet and E-Commerce, 2002
The value of reputation on eBay: A controlled experiment, P Resnick, R Zeckhauser, J Swanson, K Lockwood - Experimental Economics, 2006
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