Table Of ContenteTRUST
eTRUST
F R
ORMING ELATIONSHIPS IN THE
O W
NLINE ORLD
Karen S. Cook, Chris Snijders,
Vincent Buskens, and Coye Cheshire,
Editors
a volume in the russell sage foundation series on trust
Russell Sage Foundation • New York
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Library of Congress Cataloging-in-Publication Data
eTrust / Karen S. Cook ... [et al.].
p. cm. – (The Russell Sage Foundation series on trust)
Includes bibliographical references and index.
ISBN 978-0-87154-311-0 (alk. paper)
1. Trust. I. Cook, Karen S.
BF575.T7T785 2009
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RUSSELLSAGE FOUNDATION
112 East 64th Street, New York, New York 10065
10 9 8 7 6 5 4 3 2 1
The Russell Sage Foundation
Series on Trust
The Russell Sage Foundation Series on Trust examines the
conceptual structure and the empirical basis of claims con-
cerning the role of trust and trustworthiness in establishing
and maintaining cooperative behavior in a wide variety of social,
economic, and political contexts. The focus is on concepts, meth-
ods, and findings that will enrich social science and inform public
policy.
The books in the series raise questions about how trust can be
distinguished from other means of promoting cooperation and
explore those analytic and empirical issues that advance our com-
prehension of the roles and limits of trust in social, political, and
economic life. Because trust is at the core of understandings of so-
cial order from varied disciplinary perspectives, the series offers
the best work of scholars from diverse backgrounds and, through
the edited volumes, encourages engagement across disciplines
and orientations. The goal of the series is to improve the current
state of trust research by providing a clear theoretical account of
the causal role of trust within given institutional, organizational,
and interpersonal situations, developing sound measures of trust
to test theoretical claims within relevant settings, and establishing
some common ground among concerned scholars and policy-
makers.
Karen S. Cook
Russell Hardin
Margaret Levi
Series Editors
Previous Volumes in the Series
Coethnicity: Diversity and the Dilemmas of Collective Action
James Habyarimana, Mccartan Humphreys, Daniel N. Posner,
and Jeremy M. Weinstein
Cooperation Without Trust?
Karen S. Cook, Russell Hardin, and Margaret Levi
Democracy and the Culture of Skepticism: Political Trust in Argentina
and Mexico
Matthew R. Cleary and Susan Stokes
Distrust
Russell Hardin, editor
Evolution and the Capacity for Commitment
Randolph N. Nesse, editor
Streetwise: How Taxi Drivers Establish Their Customers’
Trustworthiness
Diego Gambetta and Heather Hammill
Trust and Distrust in Organizations: Dilemmas and Approaches
Roderick M. Kramer and Karen S. Cook, editors
Trust and Governance
Valerie Braithwaite and Margaret Levi, editors
Trust and Reciprocity: Interdisciplinary Lessons from Experimental
Research
Elinor Ostrom and James Walker, editors
Trust and Trustworthiness
Russell Hardin
Trust in Society
Karen S. Cook, editor
Trust in the Law: Encouraging Public Cooperation with the Police and
Courts
Tom R. Tyler and Yuen J. Huo
Who Can We Trust?
Karen S. Cook, Margaret Levi, and Russell Hardin, editors
Contents
About the Authors ix
Introduction 1
Karen S. Cook, Chris Snijders, Vincent Buskens,
and Coye Cheshire
PART I EFFECTS OF REPUTATION SYSTEMS ON
TRUST 13
Chapter 1 The Limits of Trust in Economic
Transactions: Investigations of Perfect
Reputation Systems 15
Gary E. Bolton and Axel Ockenfels
Chapter 2 Third-Party Effects 37
Davide Barrera and Vincent Buskens
Chapter 3 Solving the Lemons Problem with Reputation 73
Toshio Yamagishi, Masafumi Matsuda,
Noriaki Yoshikai, Hiroyuki Takahashi,
and Yukihiro Usui
Chapter 4 In the Eye of the Beholder: Culture, Trust,
and Reputation Systems 109
Tapan Khopkar and Paul Resnick
PART II FIELD STUDIES ON THE REPUTATION
PREMIUM 137
Chapter 5 Trust and Reputation in Internet Auctions 139
Andreas Diekmann, Ben Jann, and
David Wyder
viii Contents
Chapter 6 Online Programming Markets 166
Chris Snijders and Jeroen Weesie
PART III ASSESSING TRUST AND REPUTATION
ONLINE 187
Chapter 7 Assessing Trustworthiness in Providers 189
Karen S. Cook, Coye Cheshire, Alexandra Gerbasi,
and Brandy Aven
Chapter 8 Rebuilding Trust after Negative Feedback:
The Role of Communication 215
Sonja Utz
Chapter 9 The Acceptance and Effectiveness of Social
Control on the Internet 238
Uwe Matzat
Chapter 10 Order, Coordination, and Uncertainty 266
Coye Cheshire and Judd Antin
Chapter 11 Cooperation with and without Trust Online 292
Azi Lev-On
Index 319
About the Authors
Vincent Buskensis associate professor in the Department of
Sociology/ ICS at Utrecht University.
Coye Cheshire is assistant professor at the School of Infor-
mation at University of California, Berkeley.
Karen S. Cook is Ray Lyman Wilbur Professor of Sociology,
current chair of the Department of Sociology , and director
ofthe Institutefo r Research in the Social S ciences at Stanford
University.
Chris Snijders is professor of sociology of technology and
innovation at the School of Innovation Sciences at Eindhoven
University of Technology.
Judd Antin is Ph.D. candidate at the School of Information
at University of California, Berkeley.
Brandy Aven is Ph.D. candidate in the Department of Soci-
ology at Stanford University.
Davide Barrera is assistant professor in the Department of
Sociology/ ICS at Utrecht University.
Gary E. Boltonis professor in the Smeal College of Business
at Penn State University and director of the Laboratory for
Economic Management and Auctions (LEMA).
Andreas Diekmann is professor of sociology at ETH Zurich.
x About the Authors
Alexandra Gerbasi is assistant professor of sociology at
California State University, Northridge.
Ben Jann is research scientist at ETH Zurich.
Tapan Khopkar received a Ph.D. from the School of Infor-
mation at the University of Michigan.
Azi Lev-On is senior lecturer and head of new media track
at the Ariel University Center.
Masafumi Matsuda is research scientist at NTT Communi-
cations Science Laboratories, Hokkaido.
Uwe Matzat is assistant professor at the School of Innova-
tion Sciences at Eindhoven University of Technology.
Axel Ockenfels is professor in the Department of Econom-
ics at the University of Cologne.
Paul Resnickis professor at the School of Information at the
University of Michigan.
Hiroyuki Takahashi is research scientist at NTT Resonant,
Inc., Tokyo.
Yukihiro Usui is research scientist at NTT Advanced Tech-
nology Corporation, Tokyo.
Sonja Utz is assistant professor for Internet and new media
in the Department of Communication Science at VU Univer-
sity, Amsterdam.
Jeroen Weesie is associate professor in the Department of
Sociology/ICS at Utrecht University.
David Wyderis a former student of Andreas Diekmann and
now works for PostFinance Swiss Post.
Toshio Yamagishi is professor in the Department of Behav-
ioral Science at Hokkaido University, Sapporo.
Noriaki Yoshikai is professor in the School of Engineering
at Nihon Daigaku, Tokyo.
