Coye Cheshire & Andrew Fiore June 3, 2015 // Computer-Mediated Communication Reputation (Part II)

6/3/2015Computer-Mediated Communication — Cheshire & Fiore1 “Reputation” systems Explicit Implicit Behavior Ratings by others Derived from behavior Join Date: Mar 2004 Posts: 22 Direct experience

6/3/2015Computer-Mediated Communication — Cheshire & Fiore2

6/3/2015Computer-Mediated Communication — Cheshire & Fiore3

6/3/2015Computer-Mediated Communication — Cheshire & Fiore4 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

6/3/2015Computer-Mediated Communication — Cheshire & Fiore5 Why’d we do it?  Predicting how real people would have rated if we had explicit ratings on a huge scale.  Do you believe it?

6/3/2015Computer-Mediated Communication — Cheshire & Fiore6 “Reputation” systems Explicit Implicit Behavior Ratings by others Derived from behavior Join Date: Mar 2004 Posts: 22 Direct experience

6/3/2015Computer-Mediated Communication — Cheshire & Fiore7 Resnick et al Effect of strong reputations on revenues compared to those without reputation Effect of “negatives” in a brief reputation on outcome of revenue

6/3/2015Computer-Mediated Communication — Cheshire & Fiore8 Matched Pairs by Different Sellers

6/3/2015Computer-Mediated Communication — Cheshire & Fiore9 Reputation Effects  Do strong reputations matter?  What is the impact of negative reputation marks in a mixed reputation system such as eBay?

6/3/2015Computer-Mediated Communication — Cheshire & Fiore10 A pause to consider 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 “ ”

6/3/2015Computer-Mediated Communication — Cheshire & Fiore11 The Bigger Picture of Reputation in CMC: “Emergent” Reputation Systems and Identity

6/3/2015Computer-Mediated Communication — Cheshire & Fiore12 Experiments and CMC

6/3/2015Computer-Mediated Communication — Cheshire & Fiore13 Experimentation vs. Observation  What’s the key difference?  Assignment of treatment (or condition)  Consider the effect of smoking:  How would you study it experimentally?  How would you study it observationally?

6/3/2015Computer-Mediated Communication — Cheshire & Fiore14 Putting Experimental Work in Context  Selection of subjects (i.e., what do they value?)  Task length and learning  Accounting for time in statistical analyses  Do not assume that an experiment is even trying to ‘recreate’ a specific real-life situation unless they explicitly say so.