摘要
在互联网发展的进程中，电子商务成为了必然趋势。然而，信任问题，严重阻碍了其发展。哪些因素影响着在线信任、这些因素之间是否有联系以及如何构建及增强在线信任，成为近年来学者们研究的中心。本文研究了在B2C（Business—to-Consumer）情形下的在线信任问题。在分析影响B2C电子商务环境下在线信任的因素基础上，总结出B2C企业构建在线信任的模型，并提出在B2C电子商务环境中建立和提高在线诚信的途径，辅以实例分析，指导在线企业构建及增强其在线信任。
In the process of the development of the Internet, e-commerce has become an inevitable trend. However, the issue of trust seriously impede its development. These factors affect online trust, whether these factors have contact, and how to build and enhance online trust become the study center of scholars in recent years, in this paper, we studies the online trust problem in B2C （Business-to-Consumer） situations. In analyzing factors that affect online trust in B2C e-commerce environment, we the summed B2C companies build online trust model, and proposed establishment and improve the integrity of the online approach in the B2C e-commerce environment, supplemented by case studies, guide online enterprises to build and enhance their online trust.
出处
《重庆航天职业技术学院学报》
2015年第2期23-30,共8页
Journal of Chongqing Aerospace Polytechnic
