Internet commerce has transformed the marketing of goods and services. The separation between point of sale and seller, and the presence of geographically dispersed sellers who do not engage in repeated transactions with the same customers challenge traditional mechanisms for building the trust required for commercial exchanges. In this changing environment, legal rules and institutions play a diminished role in building trust. Instead, new systems and methods are emerging to foster trust in one-shot commercial transactions in cyberspace. The Article focuses on the rise of “social commerce,” a socio-economic phenomenon centered on the use of social media and other modes of social connection in electronic commerce. It identifies three mechanisms that are central to the development of trust in social commerce: communication and voluntary disclosure; barriers to entry; and community policing. These mechanisms simulate the characteristics of closely-knit environments, creating conditions conducive to trust. The Article describes these mechanisms in four new commercial settings: the sharing economy; next generation electronic commerce; online escort services; and online black markets in credit cards and controlled substances.

中文翻译：

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信任和社交商务

互联网商务已经改变了商品和服务的营销方式。销售点和卖家之间的分离，以及不与同一客户进行重复交易的地理位置分散的卖家的存在，挑战了建立商业交易所需信任的传统机制。在这种不断变化的环境中，法律规则和制度在建立信任方面的作用减弱。相反，新的系统和方法正在出现，以促进对网络空间一次性商业交易的信任。文章重点关注“社交商务”的兴起，这是一种以社交媒体和其他社交联系方式在电子商务中的使用为中心的社会经济现象。它确定了社交商务信任发展的三个核心机制：沟通和自愿披露；进入壁垒；和社区警务。这些机制模拟紧密环境的特征，创造有利于信任的条件。文章在四种新的商业环境中描述了这些机制：共享经济；下一代电子商务；在线陪同服务；以及信用卡和受控物质的在线黑市。