电子商务信任度评价方法比较研究  

Comparative Study of E-commerce Trust Evaluation Method

作　　者：胡伟雄[1] 王崇[1] 

机构地区：[1]华中师范大学信息管理系,湖北武汉430079

出　　处：《现代情报》2012年第11期3-5,9,共4页Journal of Modern Information

基　　金：华中师范大学科研项目(项目编号:120002040003)

摘　　要：随着电子商务的迅速发展,信任问题成为其发展的最大阻碍之一,对信任度进行评价是解决电子商务信任问题的一个可行方法。电子商务信任度评价是一个包含多个因素的复杂问题,采用何种评价方法对其影响很大。本文首先从优点、缺点和适用性对电子商务信任度评价方法进行比较分析;然后选取有代表性的电子商务信任度评价研究和应用案例来佐证上述分析结论,以供选择电子商务信任度评价方法时参考。With the rapid development of e-commerce,the problem of trust becomes one of the biggest obstacles.To evaluate the level of trust is a feasible method to solve the problem of e-commerce trust.The trust evaluation of e-commerce is a complex problem containing multiple factors,which evaluation method is selected makes a big difference.Firstly,the evaluation method was comparative analyzed from the advantages and disadvantages and applicability.Then selected representative research and application cases of e-commence trust evaluation to evidence the above analysis conclusion,and made it as a reference in choosing evaluation method of e-commerce trust.

关 键 词：电子商务 信任度 评价方法 比较研究 

分 类 号：F224.1[经济管理—国民经济]