A Reputation Model in E-commerce

A systematic literature review

Abstract

The Digital Era is the present, and no one can deny that. With it came a digital transformation in several sectors of activity. E-commerce is not an exception, confronting us with new challenges such as the need of having confidence in new buyers, suppliers, customers, business partners or investors, a crucial need, but not exactly easy to overcome. Thus, this study systematizes the knowledge generated by reputation models in E-commerce studies in Scopus and WoS databases and Google Scholar browser. A systematic approach was adopted in conducting the literature review. Results demonstrate that, in addition to identifying some indicators present in reputation models, we also conclude that these models could help provide some insurance to buyers and sellers, with a commitment to being a problem solver, being able to mitigate the known problems such as Collusion, Sybil attacks, laundering attacks, and preventing online fraud ranging from ballot stuffing and bad mouthing.

This security and fraud issues are critical, because users’ trust is commonly based on reputation models, and many of these current models are not immune to them, thus, compromising the E-commerce growth.