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In general approaches of electronic trust in B2C e-commerce, to facilitate purchase decision process, the customers select valid brands based on the authenticity of web and regulatory mechanisms. This approach is not suitable for purchase from small companies without active brands in e-commerce. To purchase from these companies, we should follow other e-trust approaches. One of the approaches applied by information literate people is referring to valid ranking sites like Alexa rank. This study evaluates the correlation between Alexa rank and formal measures of trust in electronic space and extracts a new method for e-trust based on electronic reputation extracted from the results of existing ranking in ranking sites. To do this, 100 store websites are selected based on regulatory lists and the formal criteria of trust is measured and the correlation of these criteria with Alexa rank is compared.

A survey of the correlation between trust and reputation in electronic commerce B2C using Alexa rank