B2C电子商务信任研究综述

Review of the Trust in B2C E-commerce

互联网的发展使得网络零售已成为大势所趋,传统厂商纷纷涉足B2C领域,顾客信任受到更多商家的关注。网上信任危机限制了消费者的在线交易行为,因此提高消费者对在线公司的信任度是促进我国B2C电子商务发展的重要途径。然而目前专门针对电子商务信任的研究较少,多是在传统信任基础上的延伸。通过对信任和B2C电子商务信任的相关文献进行梳理,发现有关B2C电子商务信任的概念界定较为混乱、维度划分不统一,其影响因素体系不完善,商家类型、产品属性和物流服务等因素对信任的影响有待研究。同时,对信任的建立、维持、丢失和唤醒这一阶段性模式中各阶段影响因素的研究也是B2C电子商务信任未来研究的一个方向。

With the development of the Internet,online retailing is becoming a new choice for enterprises.All kinds of traditional manufacturers have been involved in B2C area,and the customer trust is being paid more and more attention.The crisis of trust limits consumers do online transactions,so one of the most important ways to promote the development of China’s B2C e-commerce is to improve consumer trust in online companies.While few studies have focused on customer trust in B2C e-commerce,and the previous researches are also the extensions of the traditional trust.Based on the review of the previous literatures,we find the concept of trust is not clearly defined and trust dimensions are confused,some factors which affect trust are not been considered.Merchant’s type,product attributes and logistics services et al.should been considered when we discuss the factors affected online trust.Meanwhile,factors in trust building,maintain,lost and awaken are also future research directions in B2C e-commerce.