基于b2c电子商务信任及信任度研究-管理科学与工程专业论文.docxVIP

摘要摘要 摘要 摘要 随着Internet的快速发展，电子商务越来越被企业所青睐，并为其带来了无穷 的商机和利润。但电子商务的发展，尤其是企业对消费者(Business to Consumer) 模式的发展，远没有达到人们的期望值。越来越多的研究发现缺乏信任是阻碍B2C 电子商务发展的关键因素。究竟是什么因素影响了企业和消费者对B2C电子商务 的不信任?应如何解决和克服这种不信任?这正是本文所要研究的主要内容。 本文通过全面总结和分析社会学、经济学、心理学对信任的研究，以及目前 国内外对B2C电子商务信任的研究现状，得出我国B2C电子商务环境下的信任影 响因素(网络环境因素、社会环境因素、信用环境因素)；然后运用博弈论的方法， 对电子商务中交易双方的行为进行了分析，并通过一次博弈、重复博弈、监督条 件下的博弈以及是否提供售后服务的博弈模型分析，得出了加强交易合作的持久 性、加大监管力度、提供售后服务是解决B2C电子商务信任问题的根本方法；根 据以上的分析，从技术、法律、道德、企业信誉方面构建了B2C电子商务的信任 机制，并给出了政府、企业、消费者采取的具体对策。 关键词：B2C电子商务 信任 博弈 Abstract一。———————————-—_————————_————_———_—-—————_———————一 Abstract 一。———————————-—_————————_————_———_—-—————_———————一 Abstract wim tlle rapid development of the Interact，E—Commerce is becoming more and more popular in the business area．And it brings infinite business chances and profits for them．But against all expectations，E．Commerce，especially Business—to—Consumer E．．Commerce has developed in a small pace．More and more researches found that 1acking of trust iS the critical factor．What iS the cause makes enterprisers and consumers not believe B2C E—Commerce?How could we conquer and solve this trust problem?This is the mostly content of my dissertation． This dissertation summarizes and analyzes the research of trust in sociology, economics and psychology area8 and also the present research of the trust in B2C E．Commerce in the world．The factors are given which would affect trust in the B2C E．Commerce are based on the synthesis of the former theoretic researches．The factors are network．environmental factor,social．environmental factor and credit-environmental factor．Using games to analyze the trade’S behavior through one trade game，repeat game and the supervise game．And using game to analyze the enterprise’S profit if they supplying after service．We can draw the conclusion that bargaining time，interference degree and offering service is the fundamentality way to solve the trust of B2C E—Commerce．According above analysis it established trust mechanism of B2C E．Com