| 网络消费者信任研究评述 |
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| 引用本文： | 王海萍.网络消费者信任研究评述[J].中国信息导报,2010(6):48-54. |
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| 作者姓名： | 王海萍 |
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| 作者单位： | 山东财政学院统计与数理学院，山东济南 250014 |
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| 摘 要： | 通过对电子商务环境下的消费者信任（简称在线信任）研究的梳理，回顾在线信任的形成过程，即网络消费
者经历的从缺乏信任到初始信任、再到高度信任的过程。阐述影响在线信任的5 种前提要素，即了解为基础的信任、认
知为基础的信任、算计为基础的信任、制度为基础的信任与个性为基础的信任。说明在线信任的2 种类型，即在线最初
信任与持续信任，并分析5 种前提要素对最初信任与持续信任的影响。网络零售商如果要吸引消费者到网站购买、保留
消费者重复购买，就要重视信任的建立，包括最初信任与持续信任，可以考虑通过5 种前提要素来实现。
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| 关 键 词： | 电子商务 在线信任 最初信任 持续信任 前提要素 |
Review of Studies on Internet-consumer Trust |
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| Wang Haiping.Review of Studies on Internet-consumer Trust[J].China Information Review,2010(6):48-54. |
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| Authors: | Wang Haiping |
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| Institution: | School of Statistics and Mathematics, Shandong University of Finance, Jinan 250014 |
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| Abstract: | Through systematical review of researches on consumer trust in the e-commerce environment
(hereinafter referred to as online trust), the study elaborates the process of the online trust formation, i.e., the process
online consumers experience from no trust to the initial trust, and to the high level trust. The study described the five
prerequisite factors influencing online trust, i.e., knowledge-based trust, cognition-based trust, calculative-based
trust, institution-based trust and personality-based trust. Two types of trust are explained, i.e., online initial trust
and online ongoing trust. And the influence of the five prerequisite factors on these two types of trust are discussed.
If the e-vendors want to attract consumers to purchase online and reserve consumers purchase repeatedly, they
should pay more attention to the development of online trust, including initial trust and ongoing trust. And this can
be achieved through the five prerequisite factors. |
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| Keywords: | e-commerce online trust initial trust ongoing trust prerequisite factors |
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