Title :
Trust Build-Up in Online Transactions - Empirical Analysis of Taobao´s Trust Mechanism
Author :
Li, Shuang ; Luo, Jing ; He, Jian ; Cai, H.J.
Author_Institution :
Int. Sch. of Software, Wuhan Univ., Wuhan
Abstract :
In building up trust in online transactions, Taobao´s trust mechanism fulfils a practical function at three levels. Firstly, at the level of technology, the immediate communication tool - Taobao Wangwang facilitates online communications remarkably; the third party payment instrument - Zhifubao ensures the Internet payment security to a great degree. Secondly, at the level of institution, besides identity authentication system, the reputation evaluation institution and the newly released compensation-in-advance rule in customer security plan, guarantee online buyers´ rights noticeably. Thirdly, at the level of psychology, research of Taobao´s loving care project presents a close correlation between morality and transaction trust.
Keywords :
Internet; financial data processing; security of data; transaction processing; Internet payment security; Taobao trust mechanism; customer security plan; identity authentication system; online transactions; Authentication; Communication system security; Communications technology; Credit cards; Helium; History; Instruments; Internet; Negative feedback; Psychology;
Conference_Titel :
Wireless Communications, Networking and Mobile Computing, 2007. WiCom 2007. International Conference on
Conference_Location :
Shanghai
Print_ISBN :
978-1-4244-1311-9
DOI :
10.1109/WICOM.2007.869