A Transaction Management Mechanism for Building Trust in Mobile Commerce
Building an effective trust transaction management mechanism is an important way to prevent fraud behavior in M-commerce. Based on analyzing limitations of the existing online trust transaction mechanism, and according to characteristics of M-commerce transaction trust problem and business coalition in traditional commerce field, the article proposes a new trust transaction management mechanism on the basis of mobile marketing alliance. The mechanism makes the M-commerce transaction safe by the way of preventing beforehand, coordinating among the event and punishment afterwards. By the analysis of behavior between buyer and seller with the above mechanism, we prove that the strategy of honest trade is the Sub-game Perfect Nash Equilibrium in repeated game.
mobile marketing alliance trust transaction mechanism game theory
Runbo Hu Deli Yang Ruihua Qi
School of Management, Dalian Uniersity of Technology, Dalian, 116024, China School of Management Dalian Uniersity of Technology Dalian, 116024, China
国际会议
南昌
英文
408-411
2009-09-01（万方平台首次上网日期，不代表论文的发表时间）