1 / 21

Computer-Mediated Communication

Computer-Mediated Communication. Reputation (Part II). Distilling reputation from various sources of information. “Reputation” systems. Explicit Implicit Behavior. Ratings by others. Derived from behavior. Join Date: Mar 2004 Posts: 22. Direct experience. Resnick et al. 2006.

gerry
Télécharger la présentation

Computer-Mediated Communication

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Computer-Mediated Communication Reputation (Part II)

  2. Distilling reputation from various sources of information Computer-Mediated Communication — Cheshire & Fiore

  3. “Reputation” systems Explicit Implicit Behavior Ratings by others Derived from behavior Join Date: Mar 2004 Posts: 22 Direct experience Computer-Mediated Communication — Cheshire & Fiore

  4. Resnick et al. 2006 Effect of strong reputations on revenues compared to those without reputation Effect of “negatives” in a brief reputation on outcome of revenue Computer-Mediated Communication — Cheshire & Fiore

  5. Matched Pairs by Different Sellers Computer-Mediated Communication — Cheshire & Fiore

  6. Reputation Effects • Do strong reputations matter? • What is the impact of negative reputation marks in a mixed reputation system such as eBay? Computer-Mediated Communication — Cheshire & Fiore

  7. Critiquing Methodological Approaches to Similar Problems Computer-Mediated Communication — Cheshire & Fiore

  8. Two approaches to studying online reputation system (Ebay) • Why study it in a lab? • Why study it in a field experiment? Computer-Mediated Communication — Cheshire & Fiore

  9. The Validity Problem Internal Validity External Validity Computer-Mediated Communication — Cheshire & Fiore

  10. External Validity: Generalizing From Experiments ? Computer-Mediated Communication — Cheshire & Fiore

  11. Ecological Validity: Approximation of Real-Life Activity Resnick et al. Yamagishi et al. Computer-Mediated Communication — Cheshire & Fiore

  12. Resnick et al. 2006 Computer-Mediated Communication — Cheshire & Fiore

  13. “Reputation” systems Explicit Implicit Experience Ratings by others Derived from behavior Join Date: Mar 2004 Posts: 22 Direct experience Computer-Mediated Communication — Cheshire & Fiore

  14. Computer-Mediated Communication — Cheshire & Fiore

  15. How does a “good” poster look? • More active posters are more interactive • Regular, active (but not overactive) participation: good • Posting in too many groups or dominating threads: bad Computer-Mediated Communication — Cheshire & Fiore

  16. Why do this? • Predicting how real people would have rated if we had explicit ratings on a huge scale. Computer-Mediated Communication — Cheshire & Fiore

  17. Other Implicit ‘Reputation’ Information in CMC? Computer-Mediated Communication — Cheshire & Fiore

  18. Another side of reputation… “ Internet markets also have significant advantages in establishing reputations … any information that is gleaned can be near costlessly tallied on a continuing basis … [and] that information can be near costlessly transmitted to millions of potential customers. — Resnick et al. 2006, p. 80 ” Computer-Mediated Communication — Cheshire & Fiore

  19. The CMC and ‘Offline’ Reputation Link: Emergent Reputation Systems and Identity Computer-Mediated Communication — Cheshire & Fiore

  20. So, Is ‘Reputation’ Obsolete? Computer-Mediated Communication — Cheshire & Fiore

  21. As designers, what can we learn from all of this? • What kind of community do you have (or are you trying to foster)? • When and Why to use Pos/Neg/Mixed/Hybrid Reputation Systems? • What behavior(s) do you want to encourage, reward, punish? • Consider the “unintended consequences” of implicit information • Just because you build a system to be interpreted a certain way doesn’t mean that the user will agree… • Others? Computer-Mediated Communication — Cheshire & Fiore

More Related