摘要
本文以理性行为理论为基础,构建了电子商务环境下消费者网上信任的多维模型,分析了基于倾向的信任、基于制度的信任、人际信任三者之间的关系,并提出了建立消费者网上信任的若干策略。
A multi-dimensional model of consumers online trust under e-commerce is constructed based on the theory of rational action.The relationships among the tendency-based trust,system-based trust and the personal-based trust are analyzed with which some relevant measures to establish online trust are raised up.
基金
杭州电子科技大学科研启动基金(KYS031507074)
关键词
网上信任
多维模型
基于制度的信任
人际信任
online trust
multi-dimensional model
system-based trust
personal-based trust
