Towards Enhancing Trust on Chinese E-Commerce

摘要

E-Commerce has been much more popular in western countries where the development of E-Commerce systems has been relatively matured. While the technology and social credit environment are well developed, E-Commerce is relatively new and receives less acceptance within commercial industries in China. Building trust has been identified as one of the major concerns in E-Commerce. In this paper, we will develop an computational model, which may be used to improve the trust-building relationship among consumers, retailers and authorities. This model considers a number of factors including direct experiences, customer recommendations, and authority certification, while parties involved in the E-Commerce activities can confidently establish and reliably enhance the trustworthiness. We also conduct a case study on how to improve consumer-retailer trust relationship in an E-Commerce application by the use of the trust model, which is one of functional electronic storefronts with the consideration of trustworthiness in China. In addition, the findings from this research will also be helpful for national policy maker on legislation of Chinese E-Commerce activities.