Abstract The absence of trust is mostly an obstacle to e-commerce. This paper analyzes successful experience that AUCNET has implemented trust strategy in electronic commerce market. The paper concludes that the system trust,institution trust, human relationship trust and dynamic management for the trust are the core factors. Technological feasibility translating to institution realism is the key for quality-intermediary in the e-market to gain a competitive edge. At last, the paper put forward reference for developing the e-commerce in China.
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Received: 05 September 2006
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