数字经济时代电商服务的信任问题及建构路径

Trust and Trust Building of E-commerce Service in Digital Economy Era

面对数字经济时代电子商务服务的需求,如何构建有效的电子商务服务信任路径是电商企业面临的一个难题。本研究基于信任理论的视角,通过比较传统销售企业部分运营特征,针对数字经济时代的电子商务服务具有高便捷性、高整体性而客户数据安全性问题凸显、消费者信任度有待提升等问题,提出从宏观、微观两个层面基于数字技术与精准预测优化的电子商务服务信任的路径构建及相关政策建议。

In the face of the demand of e-commerce service in digital economy era,how to effectively build trust of e-commerce service is a difficult problem for e-commerce enterprises.From the perspective of trust theory,this paper focuses on the fact that e-commerce service in digital economy era is of high convenience and integrity but with low customer data security and low consumer trust,and analyzes the e-commerce services under the digital economy reconstruction by comparing part of the operation features of traditional sales enterprises.It further puts forward suggestions on the optimization of e-commerce service at macro and micro levels based on digital technology and accurate prediction,as well as the improvement of relevant policies and measures.