Muhammad Yasir Siddiqui; Alam Gir , pp. 95. COM/School of Computing, 2011.
Context: Due to popularization of internet and e-commerce, more and more people
getting involved in online shopping market. A large number of companies have been
transferred to the internet where online customers have been increased due to easy
access. The online business facilitates people to communicate without knowing each
other. The e-commerce systems are the combination of commerce behavior and
internet technologies. Therefore, trust aspects are positive elements in buyer-seller
transactions and a potential source of competitive e-commerce industry.
There are two different approaches to handle the trust. The first approach has a solid
authentication set of rules where decisions are made on some digital or logical rules
called policy based trust mechanism. The second approach is a decentralized trust
approach where reputation assembled and shared in distributed environment called
reputation based trust mechanism.
Objectives: In this thesis, the strengths and weaknesses of policy and reputation
based trust mechanisms have been identified through systematic literature review and
industrial interviews. Furthermore, the process of integrated trust mechanism has
Methods: The integrated trust mechanism is proposed through mapping process,
weakness of one mechanism with the strength of other. The proposed integrated trust
mechanism was validated by conducting experiment with buyer/seller scenario in
Conclusion: The analysis of collected results indicated that proposed integrated trust
mechanism improved the trust of buyer against eBay and Tradera. At the end, we
have discussed some key points that may affect trust relationship between seller and
buyer. Furthermore, there is a need for further validation of proposed trust
mechanism in auction system/e-commerce industry.