[互联网]电子商务中信任机制研究.doc

摘 要 近几年,电子商务在国内外迅猛发展,引起了国内外政府、和学术界的热切关注。虽然电子商务在促进我国发展、降低成本、改造传统产业和推动社会进步等方面发挥了重要作用,但由于国内发展电子商务的软硬件环境还很不完善,再加上电子商务本身的特性,以及网上产品提供商的机会主义行为可能损害消费者的利益,使消费者在电子商务活动时风险加大,不确定性因素增强,从而电子商务的发展。有专家认为,诚信、支付和配送是阻碍我国电子商务发展的三大“瓶颈”在支付与企业物流配送方面已得到一定程度的改善,但诚信体系的建立还任重道远。在我国传统文化中,诚信是信任的充分必要条件,即自己首先要诚实守信,别人才会信任。但现实生活中,信任是诚信的必要条件,在现实生活中只有对他人有足够的信任,才会表现出充分的诚信。看来信任是解决诚信的关键所在,要解决电子商务的诚信,首先得建立消费者对电子商务的信任,依靠信任来带动诚信体系的建立,促进电子商务发展。因此,信任机制对消除消费者的疑虑,降低消费者从事网上交易时的风险是本文首要考虑的问题。Abstract In recent years, the rapid development of e-commerce in the domestic and foreign has caused the domestic and foreign governments, and academic circles earnest attention. E-commerce in the promotion of our countrys development, reduce costs, and the transformation of traditional industries and promoting social progress played an important role, but because the domestic e-commerce software and hardware development environment is very imperfect, coupled with the characteristics of their own e-commerce, and Web providers opportunistic behavior may damage the interests of consumers, so that consumers in participating in e-commerce activities at increased risk, uncertainty increased, thus affecting the development of electronic commerce. Some experts think that, Chinas e-commerce development is hindered by the three major bottleneck which is integrity, payment and distribution. The payment of corporate logistics and distribution has been improved in some extent, but establishment of the Credit System task has heavy responsibilities. In Chinas traditional culture, honesty is the necessary and sufficient conditions for trust, that is, they should take the honesty and trustworthiness, others will trust. But in real life, trust is a necessary condition for integrity in real life to others only have enough trust, will be demonstrated full integrity. It seems that trust is the key to solving integrity, the integrity of e-commerce solution that first has to establish consumer trust in e-commerce, relying on the honesty sys