| 面向网上消费者的微观卖方信任机制研究 |
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| 引用本文： | 张仙锋.面向网上消费者的微观卖方信任机制研究[J].海南大学学报(人文社会科学版),2008,26(2):180-184. |
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| 作者姓名： | 张仙锋 |
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| 作者单位： | 西安交通大学,经济与金融学院,陕西,西安,710061 |
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| 基金项目： | 国家科技支撑计划
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西安交通大学985工程二期资助项目 |
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| 摘 要： | 互联网用户数的增长及其所带来的网民特征、上网行为及购物意向的变化决定了未来几年网上购物将会有较大发展。而如何面向网上消费者建立相应的信任机制，仍是提高网上交易质量的关键。在正式及非正式外围信任机制之外，B2C交易中的网上商家和C2C交易中的拍卖平台提供商与个体卖方应该从能力信号的发布机制、趋同性机制、保障机制和互动性机制4个方面分别建立信任机制，促进消费者信任。
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| 关 键 词： | 网上信任 网上消费者 B2C C2C |
| 文章编号： | 1004-1710(2008)02-0180-05 |
| 修稿时间： | 2008年1月25日 |
Research on the Micro-Sellers' Trust Building Mechanism for Online Consumers |
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| ZHANG Xian-feng.Research on the Micro-Sellers'''' Trust Building Mechanism for Online Consumers[J].Humanities & Social Sciences Journal of Hainan University,2008,26(2):180-184. |
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| Authors: | ZHANG Xian-feng |
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| Institution: | ZHANG Xian-feng ( School of Economics and Finance, Xi＇ an Jiaotong University, Xi＇ an 710061, China) |
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| Abstract: | The increase of Internet users and the corresponding changes in users＇ personality, behavior and online purchase intention will inevitably bring a huge growth to online sales in future. Hence, the key to improve online transaction is to establish an appropriate online trust building mechanism for online consumers. It is proposed in this paper that, in addition to the formal and informal outer trust mechanisms, online store owners in B2C business, online auction cites runners in C2C marketplace and individual bargainers should construct online trust mechanism from four aspects： ability signal issuing system, situation normalizing system, structure ensuring system and interacting system to promote consumers＇trust. |
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| Keywords: | online trust online consumer B2C C2C |
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