本文认为电子零售业要建立特别的风险管理体制去消除消费者的疑虑。而根据消费者需要获得的信息的不同 ,可以把风险管理体制分为不同的种类。同时 ,由于消费者特性的不同 ,也需要电子零售业者适应消费者不同的特性去建立不同的风险管理体制 This paper argues that the e-retail industry should establish a special risk management system to eliminate consumer concerns. According to the different needs of consumers, the risk management system can be divided into different types. At the same time, due to the different characteristics of consumers, it also needs electronic retailers to adapt to different characteristics of consumers to establish different risk management system