Design of a reputation mechanism for virtual reality: a case for 3D E-Commerce

Hui Fang, Jie Zhang, Murat Sensoy, Nadia Magnenat Thalmann

Research output: Chapter in Book/Report/Conference proceedingPublished conference contribution


The interest in 3D technology is growing both from academia and in-
dustry, promoting the quick development of 3D e-commerce (i.e. e-commerce
systems in 3D virtual environments). In view of this, we propose a reputation
mechanism particularly for 3D e-commerce. Supported by 3D technology and
virtual reality, it consists of four major components: feedback provision based on
human users’ five senses, reputation computation based on feedback, 3D repre-
sentation of computed reputation, and automatic decision making based on reputation. A user study is conducted to evaluate the necessity and value of our proposed reputation mechanism, confirming that users prefer 3D e-commerce with our proposed reputation mechanism over that with traditional reputation mechanisms. And, our proposed reputation mechanism can effectively ensure user’s trust in the e-commerce system and simultaneously greatly promote user’s trust in other users.
Original languageEnglish
Title of host publicationProceedings of the 14th International Workshop on Trust in Agent Societies
Number of pages15
Publication statusPublished - 2011
EventTrust in Agent Societies 2011 - Taipei, Taiwan, Province of China
Duration: 2 May 20112 May 2011


ConferenceTrust in Agent Societies 2011
Country/TerritoryTaiwan, Province of China


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