Reputation mechanism for e-commerce in virtual reality environments |
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| Affiliation: | 1. School of Computer Engineering, Nanyang Technological University, Singapore;2. Computer Science, Ozyegin University, Turkey;1. Department of Psychiatry and Behavioral Science, Duke University Medical Center, USA;2. Division of Computer Science and Engineering, Hanyang University, Republic of Korea;3. Department of Computer Science, Duke University, USA;1. Korea University Business School, Anam-Dong, Seongbuk-gu, Seoul 136-701, South Korea;2. Department of Management Science and Engineering, Stanford University, 475 Via Ortega, Stanford, CA 94305-4121, United States;1. VU University Amsterdam, The Netherlands;2. University of Twente, The Netherlands;1. Newcastle University Business School, 5 Barrack Road, Newcastle upon Tyne NE1 4SE, UK;2. Department of Industrial & Systems Engineering, Hong Kong, Polytechnic University, Hung Hom, Kowloon, Hong Kong;3. Brunel University Business School, Elliott Jaques Building, Uxbridge, Middlesex UB8 3PH, UK;1. Department of Information and Communication Systems Engineering, University of the Aegean, 2 Palama str., Office B11, 83200 Karlovasi, Samos, Greece;2. Department of Marketing and Communication, Athens University of Economics and Business, Greece;3. Department of Management Science and Technology, Athens University of Economics and Business, Greece;4. Department of Technology Management, University of Macedonia, Greece |
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| Abstract: | The interest in 3D technology and virtual reality (VR) is growing both from academia and industry, promoting the quick development of virtual marketplaces (VMs) (i.e. e-commerce systems in VR environments). VMs have inherited trust problems, e.g. sellers may advertise a perfect deal but doesn’t deliver the promised service or product at the end. In view of this, we propose a five-sense feedback oriented reputation mechanism (supported by 3D technology and VR) particularly for VMs. The user study confirms that users prefer VMs with our reputation mechanism over those with traditional ones. In our reputation mechanism, five-sense feedback is objective and buyers can use it directly in their reputation evaluation of target sellers. However, for the scenarios where buyers only provide subjective ratings, we apply the approach of subjectivity alignment for reputation computation (SARC), where ratings provided by one buyer can then be aligned (converted) for another buyer according to the two buyers’ subjectivity. Evaluation results indicate that SARC can more accurately model sellers’ reputation than the state-of-the-art approaches. |
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| Keywords: | Virtual reality environments Reputation systems E-marketplaces Five senses Subjectivity alignment |
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