D: Trust and Reputation Systems Flashcards
What is the main motive for using Trust/Reputation systems?
Trust in other users is a basic requirement for platforms in the PPS (Private-Product-Service) section.
Name trust-building measures taken by platforms you know:
Star ratings
Status (Superhost)
Ranking
Pictures
Score
Verifications
Membership dates shown
Text reviews
Response rates
What are the drivers behind fake reviews and what damage can they cause?
Reputation is worth a lot of money –> secundary industry formed. Now it’s possible to buy fake reviews as “marketing aid”
Damage: is delt to profiles with real reviews –> their work/effort is discredited.
What is Signaling Theory?
It’s a framework to model and understand behaviours of information asymmetry reduction between actors.
Uncertainty prevents transactions.
What four types of assessment signals exist?
Index Signals (Ratings)
Handicap Signals-present directed (eg CV)
Handicap Signals - future directed (eg warranty)
Conventional Signals (eg. cheap talk)
What are the often referred to three dimensions of trust?
Ability
Benvolence
Integrity
What are the three targets of Trust?
Trust in:
Peer
Platform
Product
What are the three types of Trust?
Trusting Belief (stated belief)
Trusting Intention (stated willingness)
Trusting Behaviour (manifested)
What differs initial trust from experience-based trust and swift trust?
Initial and experience based: based on a personal transactional history.
swift trust: ad hoc emergence of trust in temporary groups.
What differs the social welfare optimum from the Nash equilibrium in “The trust game”?
SWO: Player would transfer her entire endowement–>maximal welfare.
Nash: No transfer at all (no trust).
What is the evolutionary explanation for faces playing a big role on trust on platforms?
Emotions could be extracted from faces since the beginning of humanity –> strong neural link.
Define social reward
the pleasure, satisfaction and gratification individuals derive from participating in interpersonal interactions.
What is reputation portability and what are the current challenges?
Reputation is worth bare money. Transferring reviews from one platform to another could be very benefitial and also a legal right. BUT portability is not always in the best interest of the platform owners and therefore often limited to .csv export, which makes it easy to manipulate.
