资源描述：
《B2C电子商务中商家提升消费者信任度的策略研究.pdf》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、AbstractAbstractInrecentyears,withthegrowingpopularityoftheInternet,alargenumberofenterprisesespeciallysmallandmicroenterprisestochoosetheInternetasasaleschannel,B2Ce-commerceshowsastrongmomentumofdevelopmentinchina.However,duetotherulesandregulationsarenotperfect,theinformat
2、ionasymmetrybringsadverseselectionandmoralhazard,highlightingthefraud,paymentsecurityissues,problemssuchasdefectivegoods,seriouslyaffecttheconsumer'sshoppingexperience,onlineshoppingtrustcrisisgradually.Howtoenhanceconsumerconfidence,promoteconsumerconfidence,bothpartiesforme
3、dshoppingharmony,isakeyprobleminfrontofB2Ce-commercebusinesses.Onthebasisoftheoreticalanalysis,mechanismanalysisanddesignstrategyresearchparadigm,thisarticlebasedondefiningtheconnotationanddimensionoftrustandintroducesrelevanttheories,factorsaffectingconsumerconfidenceinrecog
4、nitionoftheB2Ce-commerceenvironment,analysisofthemechanismofthesefactorsontrust,andputsforwardsomestrategiestoenhanceconsumerconfidence.Thecomprehensiveanalysisoftheresults,themainconclusionsofthispaperareasfollows:(1)ThepracticeofthedevelopmentofChina'sB2Ce-commercebasedonth
5、ispaper,fromtheconsumer'sownfactors(trusttendency,experienceandknowledge),businessfactors(factors,factors,factorsofwebsiteoperatorsMarketing),thethreeaspectsofenvironmentalfactorsrevealvariousfactorsinfluencingconsumertrustdegree.(2)Thefactorextractionbusinessescancontrol,usi
6、ngthegametheoryandinformationeconomicstoanalyzethemechanism:oneisthefinancialintermediaryshop,andthirdpartycertificationtobalancetheresultsthroughthegame;twoistheenvironmentofelectroniccommerceisrelativelytransparentsothatbusinessesandconsumerswillenterthegamemodetoachievethe
7、equilibriumresults;thethreeisaseniormarketingmodelcanshowtheabilitytocostbusinesses,consumerstrusthastheabilitytocompletethetransactionofbusinessintegrity.(3)IntheB2Cplatformbusinesstoenhanceconsumerconfidenceforspecificstrategies:oneistochoosetherightshopintermediary,financi
8、alintermediaryandthethirdpartycertificationagencyaccordingtotheirown
