CAJ | 학술논문

电子商务环境中交易实体之间的信任关系是比较本质的安全关系，电子商务的平稳健康运行在很大程度上依赖于个人、团体和组织之间的良好信任关系。淘宝网下的交易是当下接触较多的电子商务交易，淘宝交易中消费者与商家的信任关系可类比于传统市场交易的社会关系，但是更加复杂。交易双方的信任关系是服务交易的基础，提升消费者和商家的信任程度，成为提高淘宝网下交易成功率的重要举措。本文结合信任的定义、信任关系的分类、影响因素等几个方面对淘宝网交易下的信任关系进行分析，并对该信任关系建立过程中存在的一些问题提出相关的建议。
전자상무배경중교역실체지간적신임관계시비교본질적안전관계，전자상무적평은건강운행재흔대정도상의뢰우개인、단체화조직지간적량호신임관계。도보망하적교역시당하접촉교다적전자상무교역，도보교역중소비자여상가적신임관계가류비우전통시장교역적사회관계，단시경가복잡。교역쌍방적신임관계시복무교역적기출，제승소비자화상가적신임정도，성위제고도보망하교역성공솔적중요거조。본문결합신임적정의、신임관계적분류、영향인소등궤개방면대도보망교역하적신임관계진행분석，병대해신임관계건립과정중존재적일사문제제출상관적건의。
The trust relationships between entities is the more essential security relationship in the Environment of E-commerce transaction. To a great extent, smooth and healthy operation of e-commerce depends on a good trust relationship between individu?als, groups and organizations. In the present, the more e-commerce transactions contact is the deal under taobao. The trust rela?tionship between consumers and businesses under Taobao can be traded in analogy to social relations under traditional transac?tions , but more complicated. Trade both sides of the trust relationship is the basis of service trade, enhancing the trust of the con?sumers and businesses, become an important measure to increase the rate of successful transaction under the taobao transaction. Based on the definition of trust and trust relationship classification, influence factors and so on ,this paper analyzes the trust rela?tionship under the taobao transaction, and suggestions about some of the problems existing in the process of the trust relationship are proposed.