网络消费者信任研究的回顾与展望

The Review and Prospect of Trust Research on Internet Consumers

对传统环境下信任的概念及其分类方面的相关研究进行了系统地回顾,较为全面地总结了已有网络消费者信任的研究成果,并指出了相应的研究不足和局限。在前述工作的基础上,提出了基于感知价值视角建立网络消费者信任的研究展望。

This paper firstly overviews the related researches on the concept of trust and its categories, then summarizes the research results on the trust of network consumers, and points out corresponding limits. On the basis of previous work, the paper presents the outlook of the research on building network consumers＇ trust.