试构建消费者对移动电子商务的信任

随着移动通信技术的发展和移动设备的日益普及,尤其是全球手机用户的爆炸性增长,电子商务中新兴的分支——移动电子商务的市场潜力被越来越多地挖掘。在移动运营商、ISP、IPP、ICP和设备提供商等欢欢喜喜地等着获取巨额收益的同时,我们需要理性地思考一下移动商务可能并正在遇到的障碍因素,尤其是信任障碍,以及怎样消除信任障碍。本文将从这个角度出发,试图破除消费者对移动商务的种种猜疑,逐渐建立消费者对它信任的框架模型。

On constructing consumer's trust on mobile electronic commerce

As the mobile communication technology and mobile device are developing,especially,because of the huge increase in mobile users all over the world,people find more and more chance in mobile e-commerce market.While ISP,IPP,ICP and device suppliers devote to taking up share in the market as much as they can,more attention should be paid on the blocking reasons,particularly trust sector,and how to reduce the skeptic of trust.The paper aims to clear all sorts of skeptic and build the framework for mobile e-commerce trust.