Cohen, 2004, Vol. 2, p. 828-835), (J.M. Vidal & E.H
Durfee, 1996, p. 377-384). However, as Tran (T.
Tran, 2003) summarizes, the agents in (R.B.
Doorenbos & Etzioni & D. Weld, 1997, p. 39-48),
(B. Krulwich, 1996, p. 257-263) are not
autonomous, the agents in (A. Chavez & P. Maes,
1996), (A Chavez & D.Dreilinger & R.Guttman &
P. Maes, 1997), (C. Goldman & S. Kraus &
O.Shehory, 2001, p. 166-177), and (R.B. Doorenbos
& Etzioni & D. Weld, 1997, p. 39-48), do not have
learning abilities, the agents in (J.M. Vidal & E.H
Durfee, 1996, p. 377-384). have significant
computational costs, and the agents in (A. Chavez &
P. Maes, 1996), (A Chavez & D.Dreilinger &
R.Guttman & P. Maes, 1997), (C. Goldman & S.
Kraus & O.Shehory, 2001, p. 166-177), (R.B.
Doorenbos & Etzioni & D. Weld, 1997, p. 39-48),
(B. Krulwich, 1996, p. 257-263), (J.M. Vidal & E.H
Durfee, 1996, p. 377-384) do not have the ability to
deal with deceptive agents. Tran and Cohen’s (T.
Tran & R. Cohen, 2004, Vol. 2, p. 828-835) , (T.
Tran, 2003) work addressed these shortcomings by
developing a strategy for the buying agents using
reinforcement learning and reputation modelling of
the sellers. However their model builds reputation
slowly and the buyer has to interact with a seller
several times before the seller is considered
reputable. This model works well where the buyer
has to make repeated transactions with the sellers
during frequent purchases. The performance of this
model deteriorates for infrequent purchases as the
buyer has to purchase several times from a seller
before making its decision about the seller. When
the buyer is purchasing a product on an infrequent
basis it needs to quickly identify reputed sellers.
We present reputation based modelling of a
seller by the buyer which can work for frequent as
well as infrequent purchases in a B2C ecommerce
market. We compared the performance of the buying
agents using our model, reinforcement learning
(J.M. Vidal & E.H Durfee, 1996, p. 377-384) and
reputation based reinforcement learning (T. Tran &
R. Cohen, 2004, Vol. 2, p. 828-835), (T. Tran,
2003). Our results show that the buying agents
using our model improved their performance slightly
for frequent purchases and showed a significant
improvement for infrequent purchases, making our
approach better suitable for all kinds of buyers.
2 METHODOLOGY
We consider decentralized, open, dynamic, uncertain
and untrusted electronic market places with buyers
sellers. The buyers’ model the sellers’ reputation
based on their direct interactions with them. The
buyer has certain expectations of quality and the
reputation of a seller reflects the seller’s ability to
provide the product at the buyer’s expectation level,
and its price compared to its competitors in the
market. The buyer’s goal is to purchase from a
seller who will maximize its valuation of the
product, which is a function of the price and quality
of the product. At the same time it wants to avoid
interaction with dishonest or poor quality sellers in
the market. The reputation of the seller is used to
weed out dishonest or poor quality sellers.
In this paper we use the following notation:
Subscript represents the agent computing the rating.
Superscript represents the agent about whom the
rating is being computed. The information in the
parenthesis in the superscript is the kind of rating
being computed. For example, every time the buyer
b purchases a product from the seller s , it computes
a direct trust (di) rating T
b
s(di)
of the seller s by buyer
b. The trust rating of seller s by buyer b is computed
as shown in equation 1.
⎪
⎪
⎪
⎪
⎩
⎪
⎪
⎪
⎪
⎨
⎧
<
⎟
⎟
⎠
⎞
⎜
⎜
⎝
⎛
−
−
−
<≥
≥≥
⎟
⎟
⎠
⎞
⎜
⎜
⎝
⎛
−
−
=
)(
)(
)(
min
minmax
min
exp
min
exp
min
maxexp
)(
cqqif
pp
pp
q
q
bppandqqif
q
q
appandqqif
p
pp
q
q
T
act
actact
avgactact
act
avgactact
avgact
act
dis
b
(1)
where q
act
is the actual quality of the product
delivered by the seller s, q
exp
is the desired expected
quality and q
min
is the minimum quality expected by
the buyer b. p
act
is the price paid by the buyer b to
purchase the product from the seller s. p
min
is the
minimum price quote, p
max
is the maximum price
quote received and p
avg
is the average of the price
quotes received by the buyer for this product.
The trust rating should be proportional to the
degree the quality delivered by the seller meets the
buyer’s expectations and the price paid to purchase
the product. If there are two sellers, s1 and s2, who
can meet the buyer’s expectation for the quality of
the product, and s1’s price is lower than s2, then s1
should get a higher rating than s2. Similar to (T.
Tran, 2003) and (T. Tran & R. Cohen, 2004, Vol. 2,
p. 828-835) , we make the common assumption that
it costs more to produce a higher quality product. So
when considering the price charged by a seller, if the
seller meets the buyer’s minimum expectation for
quality, and if the price is greater than the average
price quoted, then the difference between the seller’s
price and the average price quoted is weighed
REPUTATION BASED BUYER STRATEGY FOR SELLER SELECTION FOR BOTH FREQUENT AND
INFREQUENT PURCHASES
85