论文部分内容阅读
本文在若干文献的基础上,阐述了在线客户信任影响因素研究的重要意义。文中首先介绍了不同领域的国内外著名学者对信任的定义,然后介绍了在线购物的特点以及不同学者对在线购物的认知,并据此得出在线客户信任的要点,进而了解确定学者们指出的关键影响因素,同时提出以后研究的可能突破点,并为在线商家如何与消费者建立信任提供指导。
Based on a number of documents, this article elaborates the significance of the research on the influencing factors of online customer trust. The article firstly introduces the definition of trust by famous scholars at home and abroad in different fields, and then introduces the characteristics of online shopping and the different scholars’ cognition of online shopping. Based on this, it draws the main points of trust of online customers, Key influencing factors, at the same time put forward the possible breakthrough points for future research, and provide guidance for online merchants how to build trust with consumers.