有效保护消费者利益是促进电子商务发展的关键,同时消费者对电子商务平台的信任也是另一重要因素。那么,如何确立和保护消费者对陌生卖家的信任,具体而言包括如何构建双方均满意的信用评分机制,以及探索消费者的信任与消费者隐私保护之间的密切关联关系。通过对比分析国际组织、区域组织和代表性国家的相关活动,认为只有网站保护好消费者消费过程中披露的个人隐私信息,才能奠定网站销售的基本信用,也才能有效促进电子商务不断发展。 Effective protection of consumer interests is the key to promoting the development of e-commerce, while consumers trust in e-commerce platform is another important factor. How to establish and protect consumer trust in unfamiliar sellers includes how to build a credit scoring mechanism that is satisfactory to both parties and to explore the close relationship between consumer trust and consumer privacy protection. By comparing and analyzing the related activities of international organizations, regional organizations and representative countries, we believe that only the personal privacy information disclosed in the process of consumers’ consumption can be protected in order to establish the basic credit of website sales and effectively promote the continuous development of e-commerce.