Game-theory based trust models in e-commerce

被引：0
|
作者：
Wang, Fengjie [1 ]
Li, Ying [1 ]
机构：
[1] E China Univ Chem Technol, Sch Business, Shanghai 200237, Peoples R China
来源：
SIXTH WUHAN INTERNATIONAL CONFERENCE ON E-BUSINESS, VOLS 1-4: MANAGEMENT CHALLENGES IN A GLOBAL WORLD | 2007年
关键词：
e-commerce; game theory; third-party trust platform; government supervising;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Although the Internet is revolutionizing the way companies provide their products and services to their customers, marketing studies that investigate consumer acceptance of this technology are limited. The key problem is trust, which is a significant barrier for realizing the potentials of B2C and C2C e-commerce. This paper, firstly, review briefly research on trust in e-commerce. Then, trust models based on game theory are constructed, and some analyses are followed. By analyzing the model, some conclusions are found: breaking faith in bargaining in e-commerce is inevitable if without supervising; and supervising measures of government and safeguarding mechanism of third-party trust platform can avoid breaking faith and promote trust trade environment in e-commerce.
引用
收藏
页码：897 / 902
页数：6
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