Research on the Effect of Seller Coalition and Consumer Virtual Community on the Trust in E-Commerce

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 the seller more concerned about their reputation. The trust management mechanism can be a supplement to the current reputation system, and can make multilateral relational contract based on reputation more effective.