电子商务信任研究综述

信任在企业界和理论界受到日益广泛的关注,信任的研究涉及到信任的概念、特征、分类以及信任源。从这四个方面对传统信任理论研究和电子商务信任理论研究作了比较分析;然后,对电子商务信任模型研究进行了梳理归纳;最后,指出了今后有关电子商务信任问题的研究方向。

A Review of Trust Studies in E-commerce

Trust is more and more concerned by business and theory field. Usually, Trust studies refer to trust concept, trust characteristic, trust classification and trust source. This paper makes comparative analysis between the traditional theory of trust and the trust theory in e-commerce from this four respects. Then the authors sum up the studies about trust model in e-commerce, and point out the research direction about trust studies in e-commerce in the future.