Resumen
Internet services operate on a vastly larger scale and permit virtually anonymous interactions. Nevertheless, reputations still play a major role. Systems are emerging that respect anonymity and operate on the Internet's scale. A reputation system collects, distributes and aggregates feedback about participants' past behavior. Though few producers or consumers of ratings know one another, these systems help people decide whom to trust encourage trustworthy behavior and deter participation by those who are unskilled or dishonest. Reputation systems help to examine how trust builds naturally in long-term relationships. When people interact with one another over time, the history of past interactions informs them about their abilities and dispositions. Second, the expectation of reciprocity or retaliation in future interactions creates an incentive for good behavior. Reputation systems seek to establish the shadow of the future to each transaction by creating an expectation that other people will look back on it.