Online Trust Building Based on Trusted Third Party

摘要

With the booming development of B2C E-commerce, online trust becomes more and more important, and online trust risk has become one of the main bottlenecks for the further development of e-commerce. Thereby, how to establish a set of effective online trust building mechanism has become a primary problem for the further development of E-commerce. The practice of developed electronic market and correlative research show that the trusted third party mechanism is a effective way to avoid online fraud and build online trust. Following this idea, this paper studies e-commerce trust building mechanism based on the trusted third party, and proves the efficiency of trusted third party mechanism by applying game theory. The study indicates that the trusted third party mechanism can facilitate rational transactors to give up fraud behaviors; so that, an honest and cooperative online trust environment can be formed.