重塑网络消费者初始信任——网誉认证理论探讨  

Rebuilding Initial Trust of Online Consumers Based on Online Reputation Identification

作　　者：郭承龙[1,2] 

机构地区：[1]南京林业大学经济管理学院,南京210037 [2]南京航空航天大学经济管理学院,南京210037

出　　处：《图书情报工作》2012年第10期124-130,共7页Library and Information Service

摘　　要：针对在线交易的信任缺乏已成为电子商务进一步发展的主要障碍这一问题,认为由于第三方机构授权网上商家使用的"认证标识"有助于增加网络消费者的初始信任,同时会计师,特别是注册会计师在国内具有较高公信力,可基于注册会计师和第三方认证机构合作开展新型业务———网誉认证,并重点从理论上阐述新型网誉认证的作用机制,指出网誉认证可以有效发挥导流渠作用,在电子商务领域重塑网络消费者初始信任。Dishonesty in online transaction is a main impediment for the further development of e-commerce. Online vendors can use the identification seal which is permitted to post up on their online shop by the third-party, and the identification seal helps to improve initial trust between online consumers and vendors. At same time, the accountant, especially Certified Public Accountant （CPA） has a superior public credibility in the domestic. The CPA can cooperate with the third-party to develop a new business the online rep- utation identification. So a new mechanism of online reputation identification is intensively discussed, and the identification seal can ef- fectively guide the function and rebuild initial trust of online consumers in the field of e-commerce.

关 键 词：初始信任 网誉认证 认证机构 电子认证标识 

分 类 号：F724.6[经济管理—产业经济] F203