【摘要】 信任是电子商务持续发展的关键因素,目前对B2C电子商务中的信任研究侧重于与在线信任相关的某一方面。文章提出了B2C电子商务中的在线信任系统模型,首先分析了B2C电子商务中在线信任的概念和特点;然后从主、客观两方面讨论了B2C电子商务中在线信任的构成;接着从客户、商品、在线公司及其网站以及环境等五个方面讨论了B2C电子商务中的在线信任影响因素。在分析B2C电子商务中在线信任构成和信任影响相关因素的基础上,建立了包括主观感知信任和客观制度信任的在线信任系统模型,并简要指出了此模型应用于B2C电子商务中在线信任评价的实证方法。更多还原

【Abstract】 Trust is one key factor of the successive development of E-commerce.Trust investigation in B2C E-commerce is usually focused on some compositions which are relative to online trust.A new online trust system in B2C E-commerce is proposed in this paper.Firstly,the conception and characteristics of online trust in B2C E-commerce are analyzed.Then the structure of online trust in B2C E-commerce is discussed.And influence factors of online trust in B2C E-commerce are also discussed from five different aspects such as consumer,merchandise,online firm and their web and environment.Further more online trust system containing subjective perception trust and objective institution-based trust is established based on the analyzing results of the structure and influence factors of online trust in B2C E-commerce.At last,trust evaluation method based on the proposed online trust system model is pointed briefly.更多还原