Building a Trust Model for Generating and Validating Assurance Keys Between Consumers in E-Commerce
This paper investigates trust building among members of Virtual Communities (VC) as an effective way in E-Commerce from the Consumer-to-Consumer (C2C) perspective. So it reviews studies in E-Commerce, which focus on trust building in the other party. It also reviews websites operating in the same area, the most common of which is eBay; it relies on trust in the other party in the payment method of PayPal, which accepts credit cards. However, this method has a number of limitations, including that fact that online registration does not verify if the user is the owner of the card; thus, it renders the consumer entirely untrustworthy.