在线购买不信任研究现状与思考

在线购买不信任已成为电子商务信任研究的子焦点之一。我们依据近年国外有关文献的调研发现,目前有关学术界对在线购买不信任的概念及其前因后项仍缺乏深入的理论和实证研究,尤其缺乏一个统一的结构合理的在线购买不信任及其与信任以及控制关系的理论框架,成为当前深化和推进有关研究必须克服的一个障碍,这使得目前人们对不信任、信任和控制以及相关概念难以进行正确的界定,使得大量的实证研究得不到有效的整合,使得不信任、信任和控制之间关系命题难以在各种管理实践领域尤其在电子商务领域得到充分和有效的运用。对中国来说,学术界对不信任以及其与信任以及控制内在逻辑关系的研究,也严重滞后于中国在线运营商和政府进行决策和开展有关工作的需要。

Status Quo,Problem and Proposition of Study on Relationships between Online Shopping Distrust and Trust as well as Control

Research on online distrust has become sub-focal points for researching on trust. With a overview of recent overseas related literature on the distrust, found that for the academic community, being still a lack of in-depth theoretical and empirical research on the distrust concept as well as its antecedents and consequences. Especially being lack of unified and rational theoretical analysis framework on the distrust and it relationships with trust as well as control is the a barrier which must overcome for current deepening with advancement related research, which makes the present people difficult to define the distrust, trust and control as well as its related concepts, to make a lot of empirical research are not effective integration, to make a lot of proposition on the relationship between distrust, trust and control difficult to be applied fully and effectively in a variety of management practices, especially in the area of electronic commerce. For China＇s academic community, the research on the distrust and it relationships with trust as well as control, being also lagged behind the need for China＇s online operators and government to carry out relation decisionmaking.