Game-theory based trust models in e-commerce

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.