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，很多商家也在尋找屬于它的更多的顧客。具有公共意識的公司、增進產(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)消費者進行“購買點擊”卻是比較困難的。那么為什么在線消費者不愿意在網(wǎng)上購物呢，最基本的一個重要原因是，目前大部分的企業(yè)和消費者都對他們通過網(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)交易中不僅是一個短期存在的重要問題還是一個長期妨礙潛力消費者進行網(wǎng)購的問題。信任對電子