Online Trust Service Pricing Research Based on Trust Risk Controlling

摘要

The online trust service has become one of main modes of avoiding trust risk in E-commerce, but trust service pricing concerned still lacks scientific method. The paper establishes the economics model of online traders payment and transaction mode selection under participation of trusted third party from visual angle of controlling the online trust risk by the trusted third party. According to analysis, it shows that trusted third party is helpful for both buyer and seller to improve the ability of controlling online trust risk, thereby expands transaction space and increases utility of both buyer and seller; based on this, the paper further makes a study of the problem of online trust service pricing provided by trusted third party and proves that the price of online trust service has positive correlation with the level of online potential trust risk and efficiency of controlling potential trust risk by trusted third party and has negative correlation with the self ability of controlling trust risk by traders.