B2C电子商务中的在线信任系统模型研究  

Study on the Model of Online Trust System in Business-to-Consumer Electronic Commerce

作　　者：田博[1] 覃正[1] 

机构地区：[1]西安交通大学管理学院,陕西西安710049

出　　处：《华东经济管理》2008年第10期120-124,共5页East China Economic Management

基　　金：国家自然科学基金(70471037);陕西省自然科学基金(2004G02)

摘　　要：信任是电子商务持续发展的关键因素,目前对B2C电子商务中的信任研究侧重于与在线信任相关的某一方面。文章提出了B2C电子商务中的在线信任系统模型,首先分析了B2C电子商务中在线信任的概念和特点;然后从主、客观两方面讨论了B2C电子商务中在线信任的构成;接着从客户、商品、在线公司及其网站以及环境等五个方面讨论了B2C电子商务中的在线信任影响因素。在分析B2C电子商务中在线信任构成和信任影响相关因素的基础上,建立了包括主观感知信任和客观制度信任的在线信任系统模型,并简要指出了此模型应用于B2C电子商务中在线信任评价的实证方法。Trust is one key factor of the successive development of E - commerce. Trust investigation in B2C E - commerce is usually focused on some compositions which are relative to online trust. A new online trust system in B2C E - commerce is proposed in this paper. Firstly, the conception and characteristics of online trust in B2C E - commerce are analyzed. Then the structure of online trust in B2C E - commerce is discussed. And influence factors of online trust in B2C E - commerce are also discussed from five different aspects such as consumer, merchandise, online firm and their web and environment. Further more online trust system containing subjective perception trust and objective institution - based trust is established based on the analyzing results of the structure and influence factors of online trust in B2C E - commerce. At last, trust evaluation method based on the proposed online trust system model is pointed briefly.

关 键 词：B2C电子商务 在线信任系统 主观信任 客观信任 信任评价 

分 类 号：F273[经济管理—企业管理]