| According to China e-Business Research Center released the e-commercemarket monitoring report，as of June2013, the first half of China’sonline retail market transactions reached754.2billion yuan, of which theretail sector in B2C, Tmall accounted for50.4%of the market share.November11the same year by Tmall Double Eleven Activities on theday alipay turnover35billion yuan, so People think that, the ElectronicCommerce(EC) impetus "Singles" became a national consumer carnival.Later Alibaba founder Jack Ma commented,"a group of young EC,couriers, customer service and customers work together to create themiracle of consumers, but also constitute a new highlight China’seconomy." It is in this new situation, I want to know what is in thesupport and maintenance of such a large economy. Therefore, in thispaper, I selected a Tmall’s enterprise in Zhenjiang City as a case,explored the relationship of trust between the EC and relationships ininvestment, production and marketing areas, and between economicbehavior and trust.In this paper, five chapters are devoted to study the trust of EC andthe relationships between trust and economic behavior. Chapter1described the background, theory and methodology of the study. Chapter2reviewed the literature on trust domestic and foreign research, found that the study of contemporary sociology is the most comprehensive andin-depth. Chapter3described the background of the enterprise andentrepreneur in this study. Chapter4studied the trust in investment,production and sales areas, and analyzes the relationships between thetrust and economic behavior. Chapter5, did a summary and reflection.According to field observation, found in different areas ofenterprise economic behavior formed different trusts of entrepreneur asthe core. Accordingly, I used different theories and methods to study. Inthe investment field, using the interpersonal trust，such as Deutch,observed the trust between the entrepreneur and all kinds of suppliers,colleagues and friends by participating observation. In the productionareas to the Luhmann’s Institution-based trust theory, through observationand interviews did a thorough analysis of trust between the entrepreneurand workers. In the area of sales, referring to the system trust theory ofGiddens, defined the trust between EC and consumers by participating,then analyzed the factors of the trust by questionnaire. Finally, I analyzesome economic data by contrast, explored the relationship between trustand economic behavior.The study found, in the field of investment between theentrepreneur with various suppliers, friends and colleagues to form arelationship-based interpersonal trust, its impact by the nature of therelationship, personal reputation and rational strategy, and it can reduce input costs and improve efficiency of the enterprise. In the productionareas, the labor contract signed between the enterprise and workersformed a kind of institution-based trust, and wages directly affect the trustbetween the two sides, in addition to the trust-based contract to protectthe production and reduce labor costs. In sales to Tmall as the core, withthe support of various abstract signs and expert system, formed thesystem trust between the CE and consumers, it can fully expand themarket, thereby improving economic efficiency of the enterprise. In short,the enterprise through the flow of economic interests, the investment,production and sales of the three major economic behavior as a singleentity, which will also integrated the interpersonal trust, institution-basedtrust and system trust as a whole, so from the whole, the connectionbetween the entrepreneur and all kinds relationships formed a compositetype of trust, which reduced economic costs, improved efficiency andincreased revenue of the enterprise.Finally, the innovation reflect in the object, research methods andstudy found, but subject to the case study in itself, makes theinterpretation of the scope of this study was relatively narrow... |
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