Research on Trust in E-Commerce of C2C Based on Game-Theory

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 is trust, which is significant barrier for realizing the potentials of C2C e-commerce. This paper, firstly, review briefly research on trust in e-commerce. Then, a trust model based on game theory is constructed, and some analyses are followed. By analyzing model, we know: breaking faith in bargaining in e-commerce is inevitable if without supervising. While safeguarding mechanism of third-party trust platform can avoid breaking faith and promote trust trade environment in e-commerce.