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从建立基于第三方机制的电子商务信用模型入手,根据技术接受模型对C2C模式的电子商务第三方信任机制的各个子部分进行实证研究,通过结构方程法得出,对于电子商务信任感影响较大的因素主要是机制建设,电子商务市场管理者应把精力集中于市场机制的完善。我国信用图章是整个国内电子商务信用保证的综合体,它将打造中国范围内的信任圈,引导国民的信任倾向。
Starting with the establishment of e-commerce credit model based on the third-party mechanism, this paper conducts an empirical research on each sub-part of C2C-based third-party trust mechanism of e-commerce according to the technology acceptance model. Through structural equation method, it has a great influence on e-commerce trust The main factor is the mechanism of building, e-commerce market managers should focus on improving the market mechanism. China’s credit seal is a composite of the entire domestic e-commerce credit guarantee. It will create a circle of trust within China and guide the people’s trust tendency.