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| An Efficient Approach for Evaluating Trust in E-Commerce |
| Li Hui Liu Dongsu |
| (College of Economic & Management, Xidian University, Xi’an 710071，China) |
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Abstract Based on analyzing the factors which influence the trust of a buyer to a seller, an integrated trust model is proposed. The trust value has two options, which are initial trust and repeat trust. The computation methods for these two kinds of trust are given. Lastly, a case is studied by using these evaluation methods, and the direction for further research is pointed out.
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Received: 13 June 2008
Published: 25 October 2008
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Corresponding Authors:
Li Hui
E-mail: lihui@xidian.edu.cn
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| About author:: Li Hui,Liu Dongsu |
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