A Study on Trust of E-commerce Market Based on Multi-agents Model
The process of the trust production and transfer is both stochastic and rational. In this article, we analyze the characters of this process in consumers social networks, by dividing consumers and merchants into two types: Risk-aversion type and Risk-neutral type for consumers, high-grade and low-grade for merchants respectively. Based on multi-agent NETLogo system, three kinds of virtual social networks are constructed, which are the risk-neutral without institution, risk-aversion without institution, riskaversion but with good institution. The rules of the production and transfer of trust in consumer-toconsumer and merchant-to-consumers are defined. Based on a series of computational experiments and statistical comparison, we draw a conclusion that the characters of consumers do not change the trend of ebusiness market scale, but only change the equilibrium value. On the other hand, a risk-aversion with good institutional society can boost market to have a highly upward trend and be self-stable. Consequentially, this article indirectly proved of the essentials for establishing the institution-based trust.
Complex networks Multi-agents Computational experiments Institution-based trust Emergence
Wu Chuan-zhen Liu Yun-ping Xu Di
School of Management, Xiamen University, China School of Economics and Finance, Huaqiao University, China
国际会议
The Eleventh Wuhan International Conference on E-Business(第十一届武汉电子商务国际会议)
武汉
英文
144-155
2012-05-26（万方平台首次上网日期，不代表论文的发表时间）