1) Consumers want to ensure that traders who they say they are,
2) Consumers want to ensure that the information will be exchanged without access to other people, and
3) Consumers want to know more about the quality of products and services offered by traders. According to these principles, unless the efficiency of mechanisms to help disseminate information or force the honest behavior in the electronic trading by commercial agencies, satisfaction with self-interest between the agents will be difficult to maintain.
Institution-based structure is rooted in law, social networks and community norms. This structure is in the form of a certificate or stamp provided by a third party that supports two basic. Other mechanisms such as collateral for a loan, testimonials from customers, and reputation of the brand and the quality of the site more focused on the three requests.
But does not know what the most effective combination of mechanisms in terms of recruitment bias against a Web service and specify. This is one of the futures.