面向网上消费者的微观卖方信任机制研究  

Research on the Micro-Sellers' Trust Building Mechanism for Online Consumers

作　　者：张仙锋[1] 

机构地区：[1]西安交通大学经济与金融学院,陕西西安710061

出　　处：《海南大学学报（人文社会科学版）》2008年第2期180-184,共5页Journal of Hainan University （Humanities & Social Sciences）

基　　金：国家"十一五"科技支撑计划项目(2006BAH02A36-009);西安交通大学"985"工程二期资助项目(07200701)

摘　　要：互联网用户数的增长及其所带来的网民特征、上网行为及购物意向的变化决定了未来几年网上购物将会有较大发展。而如何面向网上消费者建立相应的信任机制,仍是提高网上交易质量的关键。在正式及非正式外围信任机制之外,B2C交易中的网上商家和C2C交易中的拍卖平台提供商与个体卖方应该从能力信号的发布机制、趋同性机制、保障机制和互动性机制4个方面分别建立信任机制,促进消费者信任。The increase of Internet users and the corresponding changes in users＇ personality, behavior and online purchase intention will inevitably bring a huge growth to online sales in future. Hence, the key to improve online transaction is to establish an appropriate online trust building mechanism for online consumers. It is proposed in this paper that, in addition to the formal and informal outer trust mechanisms, online store owners in B2C business, online auction cites runners in C2C marketplace and individual bargainers should construct online trust mechanism from four aspects： ability signal issuing system, situation normalizing system, structure ensuring system and interacting system to promote consumers＇trust.

关 键 词：网上信任 网上消费者 B2C C2C 

分 类 号：F713.36[经济管理—产业经济]