最近,Whitman 在接受媒体采访时道出了eBay 的游戏规则:“我们缘起于商务,但却引出了网上社区的概念。我们视自己的商业模式为社区-商务模式。我们做的事基本上就是提供一个网上聚会的场所,让人们可以成功地相互交易和交流。”eBav 的成功不仅仅是经营的成功,而是经营理念的成功。它以社区建设的方式建立起了用户的忠诚度和信誉度。这使 eBay 的网上交易变得可信.这就解决了一个一个电子商务发展过程中必须解决的一个问题——网络素养。要谈到网络素养与电子商务的辨证关系。我们可以做如下分析:对于一宗电子商务交易而言.客户违规的可能性有两种.一种是网络应用技巧不够熟练。因此无法完成交易。第二种情况就比较恶劣。这是网民的人格特征是否完善的问题。事实上.这两种情况都是一个网络素养的问题。eBay 的成功经验说明.这些困难大多可以通过社区建设的方式来解决。在一个网络社区 Whitman recently told eBay’s rules of the game in an interview: “We started with business but led to the concept of an online community, and we saw our business model as community-business, and basically we did it Provide a venue for online parties that allow people to successfully trade and communicate with each other. ”The success of eBav is not just business success, but business success. It builds user loyalty and credibility in a community-driven manner. This makes eBay’s online transactions credible, which solves a problem one must solve in the development of e-commerce - network literacy. We should talk about the dialectical relationship between network literacy and e-commerce. We can do the following analysis: For an e-commerce transaction, there are two possible customer violations, one is the network application skills are not proficient. So unable to complete the transaction. The second situation is worse. This is the question of whether the personality characteristics of Internet users are perfect. In fact, both situations are a matter of network literacy. eBay’s successful experience shows that most of these difficulties can be solved through community building. In an online community