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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.

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Computer-Mediated Communication

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  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

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