With the growing number of collaborative consumption websites, there is also a growing need to create online environments, and online reputation systems that enable the creation of trust among unacquainted individuals. The function of online reputation systems is to collect and store information about the past behaviors of users and use it as a predictor of future behavior. In recent years, several studies on this subject have emerged, however, they present definitions of online reputation and descriptions of reputation systems that disregard the reputed individual as an agent in the creation of his/her own reputation. That implies that an individual s online reputation is solely determined by third parties, and that he/she plays no role in that process. This study focused on the generation of reputation parameters in peer-to-peer hospitality websites. These websites allow hosts (service providers) to rent their home, or part of it, such as in the case a single room, to guests (consumers) who are often unknown to them. The purpose of this study was to investigate whether the reputation target (the host) could be an influencing agent in the formation of his/her own online reputation. Moreover, it sought to whether this active involvement of the host was likely to generate more accurate information about the his/her reputation, thus affecting the levels of trust and disconfirmations of guests. To develop this study, a new model for the generation of online reputation was proposed, and four experiments were carried out to investigate the influence of the reputation target (host): (1) on the quality of its reputation information; (2) on the perception of the host s reputation by third parties; (3) on the levels online trust that third parties (guests) display in relation to the host; and (4) on the confirmation (or disconfirmation) of these third-party expectations. This paper contributes to literature by offering a new approach to the online reputation construct. It also provides a novel method for the construction of more accurate and reliable online reputation parameters, which, if adopted by online hospitality companies could provide their users with subsidies to make better informed choices regarding hosts.