A Research On The Mecanism Of Trust Risk In E-Business

E-business has been booming in recent years. Society is progressing toward the information age. However, the impersonal nature of online transaction and information asymmetry make it more difficult to build trust between sellers and buyers than in traditional market. Therefore, Internet fraud has been haunting stock holders in virtual market. Trust risk in e-business is a hotspot of economic management research. This thesis makes integrative use of marketing theories, risk theory, game theory, ethnics, system dynamics, super-cycle theory, artificial neural network and experimental economics to research systematically the basic notion of trust risk in e-business, the effect of trust risk in e-business on online transaction, the formation and relief mechanism of trust risk, and develops some new concepts, principles and methods.Firstly, this thesis establishes a basic analysis platform. It defines the basic concepts of e-business, trust in e-business and trust risk in e-business, put forwards and explains the basic category that represents trust risk in e-business: perceived trust risk rate(PTRR). It discusses also the concepts closely relative to PTRR: perceived safety and perceived privacy, opens out the relation between these concepts, describes the basic characteristics and components of trust risk in e-business.Secondly, based on the analysis of the basic and management characteristics of business in virtual market and on the analysis of the localization of business in virtual market, the thesis analyzes the demand, psychology and behavior characteristic of online transaction. Integrating the researches on the factors affecting online transaction, this thesis sets up the model of the factors affecting online transaction. According to this model, perceived usefulness, perceived convenience and perceived safety in online transaction are the main elements affecting online transaction. And then, the thesis discusses the effect of trust risk in e-business on online transaction, sets up the web-oriented model and trust-oriented model based on trust risk in e-business. The web-oriented model describes the relation between trust risk in e-business, web nature, online transaction attitude and will. The trust-oriented model opens out that trust risk in e-business affects online transaction by 2 ways: the first way is the following: trust risk in e-business—online transaction attitude—online transaction will—online transaction. The second is: e-business—online transaction will—online transaction. According to this model, trust risk in e-business is a kind of mediating variable which is affected by many elements.Thirdly, making use of game theory and nonlinear theory, this thesis interprets the formation mechanism of trust risk in e-business. In the first place, it interprets the formation mechanism of trust risk in e-commence based on game theory,analyzes interaction between stock holders (sellers, buyers and administrators) in the course of the trust mode choosing and transaction decision making, sets up the static and dynamic game models of sellers—buyers and sellers—sellers, two-stages game models of traders—administrators, discusses the equilibrium solution in different conditions and puts forward the significance and measures to take according these models. According to the analysis, the result of the games between stock holds represent the state of trust risk in e-business.And then, the thesis analyzes the factors (technology, culture, transaction, market, individual and management) and mechanism affecting trust risk in e-business, brings forward the formation mechanism of trust risk in e-business based on system dynamics, super-cycle theory and artificial neural net-work. Based on system dynamics, the thesis sets up the dynamic model and iterative model which describes the subsystems and the relation between the subsystems. Based on super-cycle theory, the thesis puts forward the reaction cycle, catalytic cycle and super cycle of trust risk system in e-business, points out that the super-cycle makes the system self-stabling and self-optimizing. Based on artificial neural network, the thesis sets up the supervised formation model of trust risk in e-business and the identifying model of trust risk in e-business. The identifying model can make use of all the information of swatches concerning trust risk in e-business, opens out the interaction between PTRR and the factors affecting PTRR. The model completely overcomes the difficulties of PTRR measuring or model constructing and its solving in PTRR identifying.Fourthly, taking trust risk relief service (TRRS) as an entrance of research, the thesis probes into the evading mechanism of trust risk in e-business, which includes:!. the operation mechanism of TRRS: Online trust service providers(OTSP) hold a sum of money of buyers;2. factors(transaction, market, individual and management ) and mechanism affecting adoption of TRRS in e-business, 3. decision-making mechanism of adoption of TRRS;4 the best price determination of TRRS;5. the operation mechanism of the representative online trust service—trust seal.Finally, the thesis empirically analyzes some theories of trust risk in e-business. Utilizing questionnaires et interview, this thesis investigates the situation of trust risk in e-business in our country, including enterprise and consumer trust consciousness, trust scope, trust influence, participation in e-business, and the reasons that people don't participate in e-business. Making use of methods of experimental economics, the thesis also empirically analyzes the factors affecting online transaction, the factors affecting perceived trust risk and adoption of trust risk relief service. Finally, it analyzes the economic function of trust seal—the representative online trust risk relief service and makes some instructive conclusions.