Network trust in electronic commerce transaction

at present, the rapid development of e-commerce in the world, online shopping is gradually accepted by the public. In our country, the development of e-commerce is lagging behind compared with the developed countries, but it will also be in the next few years. All of these provide unlimited opportunities for e-commerce enterprises. However, the traditional marketing theory can not explain the behavior of consumers on the internet. Compared with the traditional retail, the advantage of online business activities lies in the information communication, it can instantly and dynamically update the information about the types of goods, price, distribution, etc.. But it also has its disadvantages: both parties are separated by thousands of miles, did not understand each other, not face-to-face transactions, customers can not directly touch the trial of goods etc.. This disadvantage can easily lead to distrust of online business activities. This makes trust become the key factor to determine the success or failure of e-commerce, so how to obtain and maintain the trust of customers, establish a good network reputation is the key to the success of e-commerce.

The characteristics of

network e-commerce trust

The trust in

e-commerce is not only based on the traditional trust, but also has its own characteristics. Trust in a traditional transaction can be understood as a belief in the reliability and integrity of the other side of the transaction, as well as the confidence of its trading partners and the willingness to assume that it is reliable. A series of studies have shown that the trust relationship between buyers and sellers plays a decisive role in the development and maintenance of customer turnover rate and loyalty. Network trust refers to the trust and credibility of the other party in the current Internet environment. The essence of the Internet is still the trust between people in a network of trust, trust at this stage reflects the order of the network society, but which is accompanied by a series of activities on the network security technology, network transmission technology, logistics and distribution trust. The role of trust in electronic commerce in the process of far more than it played in the traditional economic activities, because the trust is based on communication in virtual space, the authenticity of the counterparty is more difficult to judge. The relationship between the two sides of the transaction develops over time, and the trust and interdependence between them are also developing.

network has a wide range of trust

In the process of e-commerce transactions, the scope of

is more extensive. First of all, it is not limited to the customer on the Internet business (the transaction side to the other side) of the trust or not, they also on the Internet personal information transmission and storage security concerns. Many people regard the network security as the most important problem in e-commerce. Consumers worry about the safety of personal information that they must provide on the internet. They worry that personal name, address, credit card numbers and other personal privacy may fall into the hands of hackers. In addition, because electronic commerce is a new thing, online trading is in the "over the horizon" of the case, how to guide customers to breakthrough the traditional trading patterns, in the absence of previous experience and on the basis of face-to-face communication establishment "