電子市場合作式評分信賴機制

The Characteristics of Internet improve the transaction efficiency with the rapid,
open and distributed networks. But in this open electronic market, the users often do
not know each other, and the trust mechanism is difficult to develop and maintain. In
addition, through the browser, the consumers can not watch or touch the products or
even use on trial, it is not easy to make sure that the products are what we want.
Therefore electronic commerce enhances the transaction efficiency, but also brings the
new transaction risks.
In the consumer-to-consumer (C2C) electronic markets, like eBay, the
transaction risks are higher than the other markets, such as business-to-business (B2B)
and business-to-consumer (B2C) markets. The C2C marketplaces act as the
intermediaries providing the matching services among consumers. However, there is
no guarantee that buyers or sellers are trustworthy. The users often take all transaction
risks. There are two major issues of trusts in this kind of marketplaces: the
descriptions of products by the seller can be misleading and sellers or buyers do not
abide by the agreement.
There are some mechanisms solving the above problems; they are escrow
services, insurance, reviewers, and collaborative rating systems. This research is
based on the collaborative rating mechanism, which is to gather and publish the
feedback from all users in the marketplace in order to construct a reliable,
personalized system.
The goals of this research are: (1) Reduce the probability that users are being
deceived, (2) Help buyers find satisfying products and sellers, and help seller find
proper buyers easily, and (3) Provide an efficient platform for gathering, classifying,
organizing, and representing the transaction information.