【摘要】 从信任的一般涵义出发,引申出电子商务环境下信任的内涵及特点。在此基础上,对常见的三种电子商务模式(B to B、B to C、C to C)的信任状况进行了分析,得出B to B电子商务的信任状况较好,而其他两种模式的信任状况较差的结论,并进一步对B to C、C to C的信任机制进行了讨论。根据B to C、C to C交易模式的特点,剖析了其信任体系的构成及交易过程中信任机制的作用机理,以期为电子商务信任体系的实证分析做好铺垫,为更好地解决B to C、C to C中存在的信任问题打好基础。更多还原

【Abstract】 This paper analyses the meaning and characteristics of trust in electronic commerce.The trust status of three familiar electronic commerce modes(B to B B to C C to C) is researched respectively.On the basis of the analysis result,the authors think that the trust status of B2B electronic commerce is well,but that of two others is inferior.So it is necessary to discuss furtherly on the trust mechanisms of B to C and C to C.This paper researches the structure of B to C trust system according its individual characteristics and describes how the trust mechanism works.The same thing is also done about C to C.The analysis result will help us continue the questionnaire survey in the future and solve the trust problems better.更多还原