Research On The Modeling And Application Of Initial Trust For E-Commerce

Once E-Commerce was born, everyone was in expectation of its great achievement. But against all expectations, E-Commerce, especially Business-to-Consumer E-Commerce, has not yet reached its potential. A large number of surveys and investigations indicate that the consumers'distrust of web sites and electronic stores has become a bottleneck for E-Commerce development.Many scholars abroad have done researches regarding trust issues and accumulated some achievements, while researchers and practitioners in China haven't paid enough attention to this. Since initial trust is the first and the most important step in trust development process, how to build consumer's initial trust on E-Commerce is a puzzle which should be solved as soon as possible. However, with the differences between Chinese E-Commerce and its counterparts, many research results abroad could not be applied to our country.To address this question, this thesis firstly demonstrates the current state and existing problems of Chinese E-Commerce, as well as the challenges we should face when building trust. Secondly, we comprehensively analyze and assess on the achievements about initial trust mainly made by foreign researchers. Consequently, combined with the characteristics of our country, the factors which influence consumers'initial trust on E-Commerce are summarized, and the theoretical interpretation is also made. Then, the factors are classified, and based on this an initial trust computational model is built and its application scenario is described. Afterwards, an application instance of this computational model is given.Finally, this thesis summarizes current study and proposes future research directions of initial trust.