B2C电子商务中信任建立困难的原因及对策研究被引量：10

导出

摘要 B2C电子商务出现以来,在获得较大发展的同时也遇到了很多问题,其中缺乏消费者信任给电子商务的普及与健康发展带来了严峻挑战,而国内学者在这方面却鲜有研究。本文分析了B2C电子商务中信任建立困难的原因,提出了提高B2C电子商务信任水平的思路与对策:(1)建立在线管理系统——声誉效应激励;(2)设立团体—虚拟社区;(3)建立有权威的电子商务认证中心;(4)提高每次交易中网络消费者的满意度。

作者谢佩洪宋光兴

机构地区云南财经大学云南财贸学院工商管理学院

出处《经济体制改革》 CSSCI 北大核心 2006年第3期175-178,共4页 Reform of Economic System

基金国家社会科学基金资助项目(04XSH001) 云南省教育厅科研基金资助项目(04Y326F)成果之一

关键词电子商务 B2C 信任对策

分类号 F713.36 [经济管理—产业经济]

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参考文献11

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