Building and Utilizing Trusted User Scores in E-commerce: Methodologies, Data Signals, and Impact on User Behavior

Vinay Kumar Yaragani

Abstract: In the realm of e - commerce, establishing a trusted user base is paramount for fostering a secure and reliable marketplace. This paper delves into the creation and application of trusted user scores, akin to credit scores, which incentivize positive user behavior and motivate the broader user community. We explore the critical importance of such scores, highlighting their role in enhancing user engagement and trust. Our research investigates various data signals employed to construct these trustworthiness metrics and outlines robust methodologies for their development. We further examine the application of trusted user scores across different scenarios, focusing on the balance between recall and precision. By implementing these scores, e - commerce platforms can more effectively identify and reward reliable users, ultimately driving a virtuous cycle of trust and participation. The findings underscore the potential for trusted user scores to transform user experiences and marketplace dynamics, offering valuable insights for practitioners and researchers alike.

Keywords: E - commerce Risk Management, Trustworthiness metrics, Data - Driven Strategies, Marketplace dynamics, User engagement