电子商务中的信任问题及信任建立途径

Trust Problem in Electronic Commerce and Trust Building Approaches

对电子商务中的信任类型和影响交易信任的因素进行了探讨,分析了在电子商务环境下建立信任困难的原因,并提出了对策和建议。

Trust problem blocks further development of electronic commerce.At present,researchers and practitioners pay more attention to security problems,but less focus on trust.In this paper,the roles and the types of trust,and the determinants of trading trust in electronic commerce are discussed.The reasons why building trust under electronic commerce environment is more difficult are analyzed.Several approaches to build trust and heighten the level of trust in electronic commerce are proposed.