摘要
在B2C电子商务中信任是决定网上商家成功与否的关键所在。对于社会公信力普遍缺乏的我国而言 ,信任的作用就显得更为突出。从国际上的经验看 ,纯网络公司也可以在没有任何过往交易经历的基础上 ,通过提示性信任因素 ,诱导顾客进行初次网上交易。而在我国 ,这种单纯的提示性信任因素恐怕很难奏效。从另一方面讲 ,“鼠标 +水泥”
In B2C e commerce, trust is the key to the success for online vendors. The issue of trust is especially important for China's e commerce because there is generally a low level of public credibility in China. The experience of e commerce in other countries shows that, with the help of cue based factors, even Internet companies can induce customers without prior transactional experience to complete initial transactions. In China, however, such cue based trust factors will not be able to induce customers to complete their initial transactions. On the other hand, the “mouse + mortar” model may be the best model for winning customers' trust on line.
出处
《东方论坛（青岛大学学报）》
2003年第4期71-75,共5页
Eastern Forum（JOURNAL OF QINGDAO UNIVERSITY）
关键词
电子商务
信任
纯网络公司
e commerce
trust
pure Internet company
