电子商务中信任机制研究

I摘要近几年,电子商务在国内外迅猛发展,引起了国内外政府、和学术界的热切关注。虽然电子商务在促进我国发展、降低成本、改造传统产业和推动社会进步等方面发挥了重要作用,但由于国内发展电子商务的软硬件环境还很不完善,再加上电子商务本身的特性,以及网上产品提供商的机会主义行为可能损害消费者的利益,使消费者在参与电子商务活动时风险加大,不确定性因素增强,从而影响电子商务的发展。有专家认为,诚信、支付和配送是阻碍我国电子商务发展的三大“瓶颈”。在支付与企业物流配送方面已得到一定程度的改善,但诚信体系的建立还任重道远。在我国传统文化中,诚信是信任的充分必要条件,即自己首先要诚实守信,别人才会信任。但现实生活中,信任是诚信的必要条件,在现实生活中只有对他人有足够的信任,才会表现出充分的诚信。看来信任是解决诚信的关键所在,要解决电子商务的诚信,首先得建立消费者对电子商务的信任,依靠信任来带动诚信体系的建立,促进电子商务发展。因此,信任机制对消除消费者的疑虑,降低消费者从事网上交易时的风险是本文首要考虑的问题。本文在对电子商务网上交易信任行为现状进行大量的调查的基础之上，对我国电子商务交易中的信任机制进行了分析，解析了消费者信任生成的机理及影响因素，从而引出了对网络交易信任机制的详细讨论。本文对电子商务中网上交易信任机制建设的解决方案进行了探悉，同时指出在建立信任机制过程中存在的问题，并且提出了相关的对策。最后，对电子商务信任机制建设的发展进行了展望。关键词：电子商务、信任机制、诚信行为、信用制度、网上交易IIAbstractInrecentyears,therapiddevelopmentofe-commerceinthedomesticandforeignhascausedthedomesticandforeigngovernments,andacademiccircle'searnestattention.E-commerceinthepromotionofourcountry'sdevelopment,reducecosts,andthetransformationoftraditionalindustriesandpromotingsocialprogressplayedanimportantrole,butbecausethedomestice-commercesoftwareandhardwaredevelopmentenvironmentisveryimperfect,coupledwiththecharacteristicsoftheirowne-commerce,andWebprovidersopportunisticbehaviormaydamagetheinterestsofconsumers,sothatconsumersinparticipatingine-commerceactivitiesatincreasedrisk,uncertaintyincreased,thusaffectingthedevelopmentofelectroniccommerce.Someexpertsthinkthat,China'se-commercedevelopmentishinderedbythethreemajorbottleneckwhichisintegrity,paymentanddistribution.Thepaymentofcorporatelogisticsanddistributionhasbeenimprovedinsomeextent,butestablishmentoftheCreditSystemtaskhasheavyresponsibilities.InChina'straditionalculture,honestyisthenecessaryandsufficientconditionsfortrust,thatis,theyshouldtakethehonestyandtrustworthiness,otherswilltrust.Butinreallife,trustisanecessaryconditionforintegrityinreallifetoothersonlyhaveenoughtrust,willbedemonstratedfullintegrity.Itseemsthattrustisthekeytosolvingintegrity,theintegrityofe-commercesolutionthatfirsthastoestablishconsumertrustine-commerce,relyingonthehonestysystemtopromoteconfidence-building,promotionofe-commercedevelopment.Therefore,theconfidence-buildingmechanismstoeliminatetheworriesofconsumers,consumersinonlinetransactionsreducetheriskofthispaperistheprimaryconsideration.Inthispaper,trustine-commercetransactionsonlinebehaviorsofalotofinvestigationonthebasisofChina'se-commercetransactionsinthetrustIIImechanismfortheanalysisoftheAnalysisofthemechanismofgeneratingconsumerconfidenceandinfluencingfactors,whichledtothetradingnetworkforamoredetaileddiscussionofconfidence-buildingmechanisms.Inthispaper,trustine-commercetransactionson-linemechanismfortheconstructionofasolutionProbeinto,andpointedoutthatconfidence-buildingmechanismintheprocessoftheexistingproblems,andputforwardarelevantresponse.Finally,forecastingtothee-commercetrust-buildingmechanismforthedevelopmentofthefuture.Keywords:e-commerce、trustmechanism、credibilityofthecreditsystem、on-linetransactionsIV目录摘要..............................................................IAbstract..........................................................II目录............................................................IV第一章绪论........................................................11.1电子商务中信任机制研究现状...................................11.2研究的基本思路、主要观点和意义...............................21．3电子商务的概念及发展综述....................................31.3.1电子商务的概念..........................................31.3.2电子商务的产生背景......................................41.3.3电子商务的发展阶段......................................41.4电子商务的主要特点及四大要素及对经济活动的影响...............51.4.1电子商务的主要特点......................................51.4.2电子商务的四大要素......................................51.4.3电子商务对社会经济活动的影响............................5第二章我国电子商务信用体制现状....................................72．1电子商务与信用体制..........................................72.1.1电子商务与信用体制的关系...............................72.1.2传统的商务信用体制与电子商务信用体制的比较.............82.1.3建立信用体制促进我国电子商务的快速发展.................92．2我国电子商务信用体制综述....................................92.2.1实名认证...............................................92.2.2CA认证................................................102.2.3信用评价系统..........................................102.2.4先行赔付制度..........................................102.2.5电子商务的相关法律....................................112．3我国电子商务信用体制分析...................................11V第三章电子商务中的信任机制.......................................133.1微观卖方的信任机制.........................................133.1.1能力信号发布机制......................................133.1.2趋同性机制............................................143.1.3保障机制..............................................143.1.4交互机制..............................................143.2正式信任机制...............................................153.2.1法律体系..............................................153.2.2网上认证体系..........................................163.2.3网上印章服务..........................................163.2.4信赖支付体系..........................................163.2.5履约保障服务..........................................173.3非正式信任机制...................................