Modelling the B2C marketplace: Evaluation of a reputation metric for e-Commerce

Abstract

This paper evaluates recently developed novel and comprehensive reputation metric designed for the distributed multi-agent reputation system for the Business-to-Consumer (B2C) E-commerce applications. To do that an agent-based simulation framework was implemented which models different types of behaviours in the marketplace. The trustworthiness of different types of providers is investigated to establish whether the simulation models behaviour of B2C e-Commerce systems as they are expected to behave in real life. © 2010 Springer-Verlag.