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The influence path of relationship marketing on the transaction trust in e-commerce is discussed in this paper, with the net-shop reputation used as intermediate variable. Empirical analysis reveals that the communication and relationship investment in relationship marketing affect the net-shop reputation significantly, and net-shop reputation affects the network trust. Furthermore, the direct influence...
The trust management mechanism based on seller coalition and consumer virtual community is discussed in this paper, which is verified valid by game theory. The seller tends to carry out an honest transaction because of the increased opportunity cost in the mechanism, and consumers feedback transaction information positively because of the identity of community and the pursuit of interests, which makes...
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