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IADIS International Conference WWW/Internet 2010ENHANCING FAIRNESS: A NOVEL C2C E-COMMERCECOMMUNITY MEMBER REPUTATION ALGORITHMBASED ON TRANSACTION SOCIAL NETWORKSWangsen Feng 1 , Bei Zhang 1 , Yunni Xia 2 , Jiajing Li 3 and Tao Meng 41 Key Laboratory of Network and Software Security Assurance of Ministry of Education (Peking University)1 Computing Center, Peking University, Beijing 100871, China2 College of Computer Science, Chongqing University, Chongqing 400044, China3 School of Mechanical Electronic and Information Engineering, China University of Mining and Technology3 Beijing 100083, China4 Institute of Computing Technology, Chinese Academy of Sciences, Beijing 100190, ChinaABSTRACTToday, almost all the C2C e-commerce community member reputation evaluating algorithms are time sensitive. Thereputation of a community member is accumulated after transactions and the increment of reputation after a successfultransaction is computed based on the score given by his or her transaction partner. Since people always tend to dobusiness with those with high reputation value, the reputation of members joined in C2C community at different time willvary greatly although they may provide the same commodity quality and service. It is unfair to new comers. In this paper,we propose a novel algorithm to overcome the shortcoming. Based on the transaction social network, our algorithmemploys the random walk strategy to compute member reputation and enhance system fairness.KEYWORDSC2C e-commerce community; reputation; fairness; social network1. INTRODUCTIONNowadays, Internet reputation systems can be divided into two main classes generally. One derives reputationbased on the evaluation of application principals. Electronic commerce reputation system and web pageranking system of Web search engine are representative examples. The other derives reputation byapplications based on the behavior of application principals. BBS reputation system and P2P file sharingreputation system are representative examples.Electronic commerce reputation systems compute member reputation based on the mutual rating betweensellers and buyers. A large transaction social network is formed among members of e-commerce web sitesbased on the transaction relationship. Honest vendors and customers occupy central positions in the socialnetwork. The reputation of web pages is computed based on the web link structure. It makes use of the factthat the links among web pages are established by professionals who design these pages. Web pages win linksfrom other pages by their content and interface. BBS reputation systems rate users based on user behavior,including posting articles, replying articles, login times etc. P2P file sharing reputation systems rate usersbased on their online time, upload data volume and download data volume.In this paper, we focus our attention on C2C electronic commerce reputation systems, studying how tofairly evaluate member reputation in C2C electronic commerce communities. Nowadays, almost all the C2Celectronic commerce systems adopt reputation systems to keep electronic market order. The reputation of acommunity member is accumulated after transactions and the increment of reputation after a successfultransaction is computed based on the score given by his or her transaction partner [Paul Resnick et al, 2000].Such reputation evaluating algorithm is time sensitive. Since people always tend to do business with thosewith high reputation value, the reputation of members joined in C2C community at different time will varygreatly although they may provide the same commodity quality and service. In real market, those pioneerswho catch the business opportunity always occupy maximum market share and even monopolize the market. It277