摘要
信任是一种很复杂的社会与心理现象。近年电子商务交易问题日益突出,消费者信任的缺失已经成为制约我国电子商务进一步发展的关键因素。B2C电子商务中研究消费者信任影响因素可以从消费者个人、在线商家、网站和电子商务环境4个角度展开。探讨消费者信任的影响因素对于我国电子商务行业持续、健康、快速地发展有着重要的促进作用。
Trust is a very complex social and psychological phenomenon.E-commerce transactions have become a prominent problem in recent years.The losing of consumer trust is the key factor which hinders the further development of China＇s E-commerce.The research of influencing factors of consumer trust in B2C E-commerce can develop from four angles of consumer＇s individual characteristics,on-line company,company website and electronic environment.Discussion on the influencing factors of consumer trust has an important promoting effect for China＇s E-commerce industry＇s sustained, healthy,rapid development.
出处
《企业活力》
2011年第11期23-26,共4页
Enterprise Vitality
关键词
B2C电子商务
消费者信任
影响因素
B2C electronic commerce
consumer trust
influencing factors
