research of trust on b2c electronic commerce
This paper has explained the reasons that consumers have a great deal of distrust to the online store under e-commerce environment. The key is the risk, thus we concentrate on it in e-commerce's study. We intend to design a suit of mechanism of trust to reduce consumers' suspicion and risk while consumers are doing shopping on the Internet, in order to promote the prosperity of e-commerce in China.
trust b2c e-commerce risk mechanism of trust