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Research on the Micro-Sellers' Trust Building Mechanism for Online Consumers
Author(s): 
Pages: 180-184
Year: Issue:  2
Journal: HUMANITIES & SOCIAL SCIENCES JOURNAL OF HAINAN UNIVERSITY

Keyword:  网上信任网上消费者B2CC2C;
Abstract: 互联网用户数的增长及其所带来的网民特征、上网行为及购物意向的变化决定了未来几年网上购物将会有较大发展.而如何面向网上消费者建立相应的信任机制,仍是提高网上交易质量的关键.在正式及非正式外围信任机制之外,B2C交易中的网上商家和C2C交易中的拍卖平台提供商与个体卖方应该从能力信号的发布机制、趋同性机制、保障机制和互动性机制4个方面分别建立信任机制,促进消费者信任.
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