Accounting for rater credibility when evaluating AEC subcontractors

Abstract

In consumer electronic markets, rating mechanisms are important facilitators of trust between market participants. This paper investigates whether source credibility theory can support the evaluation of bidders in architecture/engineering/construction (AEC) electronic market places. In contrast to consumer electronic marketplaces, the raters in AEC communities are skilled and connected, necessitating a reputation mechanism to account for the relationship between the user and the rater. To solve this problem, TrustBuilder, a prototype rating tool, facilitates information sharing between peer industry practitioners by calculating a weighted rating based on source credibility theory. An experiment shows that AEC industry practitioners who evaluate bidding subcontractors trusted the information provided by TrustBuilder significantly more than information from a standard unweighted rating tool.