Mechanisms Against The Hazards Of Unfair Ratings In Online Trading: A Study Based On Computer Simulation

摘要

Via computer simulation, this paper proved that the existence of unfair rating will disturb the reputation system's signaling function in the online trading. It will cause the good faith swapper's benefit to suffer injury, and endanger the order and the stability of the entire market. Therefore, a novel mechanism is presented against the unfair ratings, which consists of the modules of reputation building, recognition and punishment of unfair ratings. The computer simulation experiment shows that this reputation mechanism will effectively reduce the harm of unfair rating in the online trading market, and encourage the behavior of cooperative trading and fair rating.