電子商務(wù)中信任的作用【外文翻譯】

1、外文翻譯TheRoleofConsumers’TrustinOnlineShoppingMaterialSoerce:journalofbusinessethics（2002.5）Auth:SonjaGrabnerKraeuterRetailersfinditincreasinglyimptanttorepresentthemselvesontheIntertogetmecustomersincreasethepublic’saware

2、nessofthecompanyitsproductslastbutnotleast.HowevermovingInterstothe“purchaseclick”isprovingtobedifficult.Animptantreasonwhyonlineconsumersarereluctanttoshoponlineisbecauseofthefundamentallackoffaiththatcurrentlyexistsbet

3、weenmostbusinessesconsumersontheWeb.Trustisnotonlyashttermissuebutthemostsignificantlongtermbarrierfrealizingthepotentialofecommercetoconsumers.Becauseoftheessentialroletrustplaysfthedevelopmentofecommerceitisimptanttoan

4、alysethefactsthatarerelevantftheemergenceoftrustproblemsintransactionsbetweenonlineretailersconsumers.Todatewehavenouniversallyacceptedscholarlydefinitionoftrust.Researchersindifferentdisciplinesagreeontheimptanceoftrust

5、intheconductofhumanaffairs，buttherealsoappearstobeequallywidespreadlackofagreementonasuitabledefinitionoftheconcept.Socialpsychologistsdefinetrustasanexpectationaboutthebehaviourofothersintransactionsfocusingonthecontext

6、ualfactsthatenhanceinhibitthedevelopmentmaintenanceoftrust.Manytheistsresearchersoftrustfocusoninterpersonalrelationships.Inthecontextofcomputermediatedenvironmentsthelevelsoftrusthavetobeextendedbecauseinelectronicmarke

7、tspersonaltrustisaratherlimitedmechanismtoreduceuncertainty.Acrossdisciplinesthereisagreementonconditionsthatmustexistftrusttoarise–trustonlyexistsinanuncertainriskyenvironmentsystemdependentuncertaintycompriseseventstha

8、tarebeyondthedirectinfluenceofactscanbeacterizedasexogenousenvironmentaluncertainty.Inthecontextofelectroniccommerceexogenousuncertaintyprimarilyrelatestransactionsrelationshipsinelectronicmarkets.Usingan“economic”modelo

9、ftrusttheimptanceoftrustwasanalysedbasedonconsiderationsofeconomicbenefitsanefficientuseofthetrustmechanisminecommercetransactionswasdiscussed.Bothemotionalmalcomponentsoftrustwerefadedoutfthesakeofaclearlineofargumentat

10、ion.Althoughtheanalysisoftrustproblemsraisesseveralethicalquestions.Neverthelessthecontributionofaneconomicapproachtotheanalysisofethicalproblemsalsoturnsupinafunctionalmodeloftrust.Malintentionscanbesubstitutedbyeconomi

11、cincentivesthatshouldbedesignedinawaythatevenopptunisticactswilltrytobehaveinasociallydesirablemanner.BecauseinthenearfuturetrustwillremainthedecisivefactfsuccessfailureofebusinessesitisveryimptantfIntercompaniestoactina

12、waythatengendersconsumers’trust.Efftstoincreasethesecurityofecommercesystemstrustwthybehaviourofonlineretailerswillprovetobeofadvantagefbothconsumerscompaniesengaginginecommerce.譯文電子商務(wù)中信任的作用資料來(lái)源:商業(yè)道德期刊（2002.5）作者：索尼雅格雷尼凱特

13、互聯(lián)網(wǎng)顯得日益重要的同時(shí)，很多商家也在尋找屬于它的更多的顧客。具有公共意識(shí)的公司、增進(jìn)產(chǎn)品的數(shù)量，這些招數(shù)現(xiàn)在都不是最重要的，出售更多的產(chǎn)品固然是好的現(xiàn)象然而讓互聯(lián)網(wǎng)消費(fèi)者進(jìn)行“購(gòu)買(mǎi)點(diǎn)擊”卻是比較困難的。那么為什么在線消費(fèi)者不愿意在網(wǎng)上購(gòu)物呢，最基本的一個(gè)重要原因是，目前大部分的企業(yè)和消費(fèi)者都對(duì)他們通過(guò)網(wǎng)絡(luò)交易這件事缺乏信心和安全感。缺乏信任在電子商務(wù)交易中不僅是一個(gè)短期存在的重要問(wèn)題還是一個(gè)長(zhǎng)期妨礙潛力消費(fèi)者進(jìn)行網(wǎng)購(gòu)的問(wèn)題。信任對(duì)電子