Earticle

초록

영어

This paper theoretically studied the issue of trust in E-Commerce business. Firstly, we established a dynamic game model to analyze conditions required for reaching a long-term equilibrium of trust, by introducing the concept of ESS equilibrium. Secondly, we designed a diffusion mechanism of trust with an algorithm, which helped us understand the process of how the stable equilibrium of trust would be reached. Our findings are as follows: (1) under unfavorable conditions like weak trust incentives, distrust in E-Commerce business is prevalent, even after a trust evaluating system has been established; (2) some factors, including payoff difference between honest traders and dishonest traders, the number of traders choosing the trust strategy and convenience of information exchange between traders, determine the diffusion process of trust in this business. With regard to the findings aforementioned and the sustainable development of E-Commerce business in China, we provide some policy suggestions, like increasing comparative advantage in payoffs received by honest traders, reinforcing regulation on entry permission, and investing more in technology or devices to promote information exchange between traders.

목차

Abstract
 1. Introduction
 2. Literature Review
 3. Methodology
 4. A New Model of Trust
  4.1. A Dynamic Game Model of Trust in E-Commerce
  4.2. The Diffusion Mechanism of Trust in E-Commerce
 5. An Algorithm of Trust Diffusion
  5.1. Payoff Functions of Online Traders
  5.2. An Algorithm of Trust Diffusion
 6. General Discussion
 7. Conclusions
 References

키워드

저자

• Zhang Qiong [ Zhejiang Business College ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of u- and e- Service, Science and Technology

• 간기

  격월간

• pISSN

  2005-4246

• 수록기간

  2008~2016

• 십진분류

  KDC 505 DDC 605