Analysis of Focal Information of Individuals: Gaming Approach to C2C Market

  • Hitoshi Yamamoto
  • Kazunari Ishida
  • Toshizumi Ohta
Conference paper
Part of the Springer Series on Agent Based Social Systems book series (ABSS, volume 6)


To analyze the effect of reputation management systems for promoting cooperative behavior in a C2C market, we developed a virtual C2G market system and experimented with participants to analyze transaction and information behaviors. According to the result of our experiment, we found that over 80% of participants behaved cooperatively. However, some participants accumulated high reputation in the early round of the experiment, and then exploited cooperative participants with the high reputation and defective action. The result indicates existence of vulnerability of reputation management system. Based on analysis of information behavior, we also found that cooperative participants often referred the number of defects and duration of ID unchanged. The result indicates cooperative participants prefer risk adverse to choose trustful others to make deal.


Cooperative Behavior Payoff Matrix High Reputation Reputation Score Information Behavior 


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. 1.
    Bolton, G. E., Katok, E. and Ockenfels, A. “How effective are online reputation mechanisms? An experimental study” Management Science 50(11) 1587–1602.2004.CrossRefGoogle Scholar
  2. 2.
    Dellarocas C., “The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms”, Management Science, Vol. 49, No. 10, pp.1407–1424, 2003.CrossRefGoogle Scholar
  3. 3.
    Dellarocas, C., “Immunizing Online Reputation Reporting Systems against Unfair Ratings and Discriminatory Behavior”, Proceedings of the 2nd ACM Conference on Electronic Commerce, pp. 17–20, 2000.Google Scholar
  4. 4.
    Kollock, P., “The Production of Trust in Online Markets”, Advances in Group Processes, Vol.16, pp.99–123, 1999.Google Scholar
  5. 5.
    McDonald, C, and C. Slawson, “Reputation in An Internet Auction Market”, Economic Inquiry, vol.40, issue 4, pp.633–650, 2002.CrossRefGoogle Scholar
  6. 6.
    Resnick, P. and Zeckhauser, R., “Trust among strangers in internet transactions: Empirical analysis of eBay’s reputation system”, Technical report, University of Michigan, 2001.Google Scholar
  7. 7.
    Rice, S.,“Online Reputations with Noisy Transactions: An Experimental Study”, 2004 Workshop on Information Systems and Economics.Google Scholar
  8. 8.
    Ruth, J., and York, A.,“Framing information to enhance corporate reputation: The impact of message source, information type, and reference point” Journal of Business Research vol.57, pp.14–20, 2004.CrossRefGoogle Scholar
  9. 9.
    Yamamoto, H., K. Ishida and T. Ohta, “Modeling Reputation Management System on Online C2C Market”, Computational & Mathematical Organization Theory, Vol. 10, No. 2, pp.165–178, 2004.CrossRefGoogle Scholar

Copyright information

© Springer 2009

Authors and Affiliations

  • Hitoshi Yamamoto
    • 1
  • Kazunari Ishida
    • 2
  • Toshizumi Ohta
    • 3
  1. 1.Faculty of Business AdministrationRissho UniversityShinagawa-ku, TokyoJapan
  2. 2.Faculty of Policy StudiesUniversity of ShimaneHachioji City, Tokyo
  3. 3.The Graduate School of Information SystemsUniversity of Electro-CommunicationsChoufushi, TokyoJapan

Personalised recommendations