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互联网对传统商业活动带来了巨大冲击,它不仅是客户获取信息、完成交易的便利平台,也是企业与客户以及客户与客户之间互相联系的渠道。人们在虚拟空间进行着真实购买,客户往往因信息缺乏导致对企业产品及服务认知的不确定性,极易产生知觉风险,从而使双方失去交易机会。建立顾客信任是解决电子商务交易风险问题的方法之一。一、电子商务中影响顾客的信任因素电子商务的特点决定了它在许多方面不利于与消费者建立信任关系。表现在:(1)网络的虚拟环境导致交易双方的信息不对称,造成了顾客的不信任。在实体商务中,通过各种展示方式,商家可以塑造出商品的个性,但在网上却很难做到。消费
The Internet has had a huge impact on traditional business activities. It is not only a convenient platform for customers to access information and complete transactions, but also a channel for enterprises and customers as well as customers and customers to connect with each other. People in the virtual space to make a real purchase, customers often lack of information led to the uncertainty of the enterprise products and services, easily lead to perceptual risk, so that both sides lost trading opportunities. Building customer trust is one of the ways to solve the risk of e-commerce transactions. First, the impact of customer trust in e-commerce The characteristics of e-commerce determines that it is in many ways not conducive to establishing trust with consumers. Performance in: (1) the virtual environment of the network led to asymmetric information on both sides of the transaction, resulting in the distrust of customers. In the real business, through a variety of display, businesses can shape the personality of the product, but it is difficult to do online. consumption