【摘要】 消费者在线信任被视为B2C电子商务成功的必备条件,并得到很多学者的关注。但由于研究者的研究视角和关注焦点的不同,导致了目前在线信任理解上的复杂和混乱。本文在梳理各个学科对信任的定义和理解的基础上,识别出在线交易环境中的行为主体,通过文献回顾整理出各信任行为主体的信任属性,最后提出了一个在线信任形成模型。更多还原

【Abstract】 Consumer online trust is widely heralded as an essential element for the success of B2C electronic commerce,and it has been investigated by many researchers recent years.But the understanding of online trust is still confused and clouded by the numerous definitions and points of view held across multiple disciplines.By reviewing different trust definitions in multiple disciplines,we identified trust behavioral actors in online transaction environment.Then we figured out attributes of different trust behavior subjects by literature reviewing and bring them together in a multi-dimensional trust formation model.更多还原