A Data Driven Approach to Uncover Deficiencies in Online Reputation Systems

摘要

Online reputation systems serve as core building blocks in various Internet services such as E-commerce (e.g. eBay) and crowdsourcing (e.g., oDesk). The flaws of real-world online reputation systems were reported extensively. Users who are frustrated about the system will eventually abandon such service. However, no formal studies have explored such flaws. This paper presents the first attempt, which develops a novel data analytical framework to uncover online reputation system deficiencies from data. We develop a novel measure to quantify the efficiency of online reputation systems, i.e., ramp up time of a new service provider. We first show that inherent preferences or personal biases in assigning feedbacks (or ratings) cause the computational infeasibility in evaluating online reputation systems from data. We develop a computationally efficient randomized algorithm with theoretical performance guarantees to address this computational challenge. We apply our methodology to real-life datasets (from eBay and Google Helpouts), we discover that the ramp up time in eBay and Google Helpouts are around 791 and 1,327 days respectively. Around 78.7% sellers have ramped up in eBay and only 1.5% workers have ramped up in Google Helpouts. This small fraction and the long ramp up time (1,327 days) explain why Google Helpouts was eventually shut down in April 2015.