Journal
ELECTRONIC COMMERCE RESEARCH
Volume 22, Issue 1, Pages 157-176Publisher
SPRINGER
DOI: 10.1007/s10660-020-09418-z
Keywords
Click farming; PU learning; Weighted logistic regression; Taobao
Categories
Funding
- National Natural Science Foundation of China [71671056, 91846201]
- Humanity and Social Science Foundation of the Ministry of Education of China [19YJA790035]
- National Statistical Science Research Projects of China [2019LD05]
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Click farming has become a common and harmful phenomenon in online shopping platforms. This study aims to identify and explain click farming on the Taobao platform, and the findings show that the extracted features are efficient in doing so. The study also suggests that click farming is not solely dependent on the state of the shop.
Click farming has become a common phenomenon, which brings great harm to the online shopping platform and consumers. To identify click farming on the Taobao platform, the largest online shopping platform in China, we use the positive-unlabeled learning method to find reliable negative instances from the unlabeled set and output the identification of click farming with probability rank for all shops, after creating several features from both goods and online shops. Then, a weighted logit model is used to investigate the role of extracted features in dissecting click farming. The empirical findings show that the extracted features are efficient to identify and explain click farming. And, the results show that click farming may not necessarily depend on the state of the shop. Our study can help online consumers to reduce the risk of being deceived, and help the platform to improve its regulatory capacity in click farming.
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