B2C电子商务中的信任决策与计算理论分析  

Analysis of decision and computation theories about trust in B2C e-commerce

作　　者：田博[1] 陈元忠[1] 

机构地区：[1]上海财经大学信息管理与工程学院,上海200433

出　　处：《上海管理科学》2015年第6期59-63,共5页Shanghai Management Science

基　　金：国家自然科学基金项目;项日编号:71302080;教育部人文社科研究规划基金项目<移动支付中的感知信任与消费决策理论研究>;项目编号:13YJC630149)

摘　　要：信任与卖家声誉是电子商务中消费者决策的关键因素,本文分析了B2C电子商务中信任决策模型与计算理论。首先从电子商务实践角度概述了信任对消费者决策的作用;然后分析了B2C电子商务中信任相关概念、信任与信息互动的关系,以及信任与声誉的关系;接着讨论了电子商务中信任相关决策理论,重点分析了不同的信任计算模型,并概述了我国学者在B2C电子商务中的信任决策与计算理论研究中的主要成果;最后对电子商务中的信任决策与计算理论研究进行了展望。本文以信任概念为出发点,总结了电子商务中的信任决策模型和信任计算理论和相关方法,对电子商务理论研究有促进作用,实践中对电子商务企业和行业发展有一定指导意义。Trust and reputation are key factors of making- decision of consumer in e-commerce. Decision model and computation theories about trust in B2C in e-commerce are analyzed in this paper. The role of trust in B2C e-commerce is introduced firstly. Then trust-related concepts, information interaction and the relationship between trust and reputation are analyzed. Trust decision theories are discussed. And different computational models of trust in B2C e-commerce are focused on. Main achievements of the scholars in our country in B2C e-commerce about trust decision and computation theories are outlined. Finally, trust in B2C electronic commerce and reputation is prospected. Begin with the notion of trust, trust decision model and trust computation theories are summarized in this paper. Our research has both promoting effect on theoretical research of B2C e-commerce and certain guiding role for the practical development of e-commerce enterprises and industries.

关 键 词：B2C电子商务 信任计算 声誉 决策理论 

分 类 号：F279.23[经济管理—企业管理]