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Identity changes and the efficiency of reputation systems

Author

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  • Matthias Wibral
Abstract
Reputation systems aim to induce honest behavior in online trade by providing information about past conduct of users. Online reputation, however, is not directly connected to a person, but only to the virtual identity of that person. Users can therefore shed a negative reputation by creating a new account. We study the effects of such identity changes on the efficiency of reputation systems. We compare two markets in which we exogenously vary whether sellers can erase their rating profile and start over as new sellers. Buyer trust and seller trustworthiness decrease significantly when sellers can erase their ratings. With identity changes, trust is particularly low towards new sellers since buyers cannot discriminate between truly new sellers and opportunistic sellers who changed their identity. Nevertheless, we observe positive returns on buyer investment under the reputation system with identity changes, and our evidence suggests that trustworthiness is higher than in the complete absence of a reputation system. Copyright Economic Science Association 2015

Suggested Citation

  • Matthias Wibral, 2015. "Identity changes and the efficiency of reputation systems," Experimental Economics, Springer;Economic Science Association, vol. 18(3), pages 408-431, September.
    • Handle: RePEc:kap:expeco:v:18:y:2015:i:3:p:408-431
    DOI: 10.1007/s10683-014-9410-3
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    References listed on IDEAS

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    3. Theodore Alysandratos & Sotiris Georganas & Matthias Sutter, 2022. "Reputation vs Selection Effects in Markets with Informational Asymmetries," ECONtribute Discussion Papers Series 205, University of Bonn and University of Cologne, Germany.
    4. Behnud Mir Djawadi & René Fahr & Claus-Jochen Haake & Sonja Recker, 2018. "Maintaining vs. milking good reputation when customer feedback is inaccurate," PLOS ONE, Public Library of Science, vol. 13(11), pages 1-23, November.
    5. Zegners, Dainis, 2017. "Building an Online Reputation with Free Content: Evidence from the E-book Market," VfS Annual Conference 2017 (Vienna): Alternative Structures for Money and Banking 168293, Verein für Socialpolitik / German Economic Association.
    6. Zou, Wenbo & Wang, Jinjie & Yan, Jubo, 2022. "Online markets and trust," Journal of Economic Behavior & Organization, Elsevier, vol. 201(C), pages 395-412.
    7. Raszap Skorbiansky, Sharon, 2018. "Investing in communication: An experimental study of communication in a relational contract setting," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 74(C), pages 85-96.
    8. Solimine, Philip & Isaac, R. Mark, 2023. "Reputation and market structure in experimental platforms," Journal of Economic Behavior & Organization, Elsevier, vol. 205(C), pages 528-559.

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