9AKERLOF G. 1970. The market for "lemons" : quality uncertainty and the market mechanism [ J ]. Quarterly Journal of Economics, 84 (3) : 488 - 500.
10BA S, PAVLOU P. 2002. Evidence of the effect of trust building technology in electronic markets: price premiums and buyer behavior [ J]. MIS Quarterly, 26(3) : 243 -268.