TRIVIA: visualizing reputation profiles to detect malicious sellers in electronic marketplaces

摘要

Abstract Reputation systems are an essential part of electronic marketplaces that provide a valuable method to identify honest sellers and punish malicious actors. Due to the continuous improvement of the computation models applied, advanced reputation systems have become non-transparent and incomprehensible to the end-user. As a consequence, users become skeptical and lose their trust toward the reputation system. In this work, we are taking a step to increase the transparency of reputation systems by means of providing interactive visual representations of seller reputation profiles. We thereto propose TRIVIA - a visual analytics tool to evaluate seller reputation. Besides enhancing transparency, our results show that through incorporating the visual-cognitive capabilities of a human analyst and the computing power of a machine in TRIVIA, malicious sellers can be reliably identified. In this way we provide a new perspective on how the problem of robustness could be addressed.