C2C电子商务交易的信住分析——交易平台对信任形成的重要作用

C2C 电子商务交易的信任分析——交易平台对信任形成的重要作用

21世纪初,电子商务随着 Internet 的延伸而不断发展。在经历了互联网泡沫后,电子商务逐渐脱去了冲动、豪华的外衣,步入务实阶段。然而他仍没有摆脱网络本身虚拟的特性,使许多交易者在虚幻的网络世界中望而却步,信任问题逐渐制约了人们参与到电子商务中的积极性,尤其是在 C2C 电子商务市场逐渐发展兴旺的今天。本文通过引用前人的经典理论与对现实 C2C 市场的分析,认为,在法律、基础设施等一定的条件下,更易于形成品牌的电子商务交易平台的提供者在人们的"信任"中有着至关重要的作用,可以通过技术的利用,通过认证方式的完备,通过信任评价体系的完善,通过有效的支付保证,促进诚信的互联网文化的形成。

At the beginning of 21st century, e-commerce is being developed constantly with extension of Internet. After the experience of Internet bubble, e-commerce gradually dealt with concrete matters relating to work. But it s the virtuality of Internet that makes mass of traders out of it in the virtua world Trust restricts the enthusiasm that makes people step into the EC world especially when C2C began to be prosperous. This paper works out that the EC transaction platform providers play mportant roles about trust under the condition of law and infrastructure based on the classic theory and analyzing the realistic C2C market. We can promote the form of trustworthy Internet culture through making use of technology, consummating the authentication, trust appraisal system and effective payment way.