Mining Deficiencies of Online Reputation Systems: Methodologies, Experiments and Implications

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 and deficiencies of real-world online reputation systems have been reported extensively. Users who are frustrated about the system will eventually abandon such service. However, there is no systematic and formal studies which examine such deficiencies. This paper presents the first attempt, which develops a novel data analytical framework to uncover online reputation system deficiencies from data. We develop two novel measures to quantify the efficiency of online reputation systems: (1) ramp up time of a new service provider, (2) long term profit gains for a service provider. We present a new data analytical framework to evaluate these two measures from data. We show that inherent preferences or personal biases in expressing feedbacks (or ratings) cause the computational infeasibility in evaluating the ramp up time and the long term profit gains from data. We develop two computationally efficient randomized algorithms with theoretical performance guarantees to address this computational challenge. We apply our methodology to analyze real-life datasets (from eBay, Google Helpouts, Amazon and TripAdvisor). We extensively validate our model and we uncover the deficiencies of online reputation systems. Our experimental results uncovers insights on why Google Helpouts was eventually shut down in April 2015 and why eBay is losing some sellers heavily.