Research On Trust In B2C Electronic Commerce

With the rapid development of the Internet, 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 lacking 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 areas 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-Commerce from technology, law, moral and credit standing. At last, it gives some advices about how government, enterprise and individual could solve trust problem.