Abstract:

Recently，lots of blank votings exist in the popular C2C networks. Moreover，sellers may threaten buyers to give out a“Good”rating even they provided inferior resources. Both the sellers and the buyers may be badly harmed by the reputation system which provides a pseudo referential reputation hint for the later buyers. This paper brings the incentive strategy for the buyers into the reputation system to regulate the voting behaviors，to improve the quality of the votings and the fidelity of the referential reputation hints. The simulation results show that this model is effective in the promotion of the initiative responsible votings，the improvement of the reputation hints，and the prevention of indiscriminate votings.

Key words: E-Commerce, reputation, incentive strategy