What other models are being used on the Net to encourage consumer trust?
Other models for consumer trust exist on the Internet such as the “peer” reporting model of auction sites like eBay. In those environments the sale takes place between individuals who have no prior knowledge of each other. Buyers and sellers use pseudonymous “handles” and do not exchange any personal data until the actual purchase and exchange of goods must be made. At this point, however, only the data that is essential for the purchase is exchanged. The trust factor is handled through a comment system where anyone can comment on their experience with the seller or the buyer. So although the sellers’ real identities are unknown, their reputations are very public. Because personal data is exchanged only when it is absolutely essential (and at a point where the buyer and seller can agree to finish the transaction over traditional media, like the telephone), the e-auction environment gives both buyers and sellers a high degree of privacy. There are also sites that set themselves up as tr
