网络购物消费者信任环境-前因及营销启示

—。。。ZhangYing(BusinessSchool,AnHuiFinanceandEconomicsUniversity,BengBu,233030)ThereisenormouspotentialofdevelopmentinonlineshoppinginChina.ButconsumerstrustisthemajorproblemontheexchangeofOnlineshoppingplatformanditispaidcloseattention.Thepaperdiscussesthesettingsofconsumertrustinonlineshoppingonthebasisofdefiningtheconsumerstrust,andanalyzessomecriticalfactorsaffectingconsumertrustinonlineshopping,andputsforwardcorrespondingmarketingstrategies.consumertrust;Onlineshoppingplatform;antecedentsoftrust。。、2080、、BradachEccles,1989(MorganHunt,1994)(LarzereleHuston,1980)。。1、,。。。、。、。、。CNNIC20087。。2.923。30%。。、。、233030200812200812NORTHERNECONOMYANDTRADE74、、。。。。。。。。。、。、。Yoon(2002),:、、。ChenDhillon(2003)、、。2006、2006B2C、、。CNNIC2006、《C2C》。、CNNIC、。2、。。CNNIC。。CNNICC2C75%。。、。。B2CC2C、、。CNNIC64%。。。。。200812200812NORTHERNECONOMYANDTRADE75。、。。。。、。。、。、、()。。。。、、。。。。。。。。。。。。。。。。、、。。———200812200812NORTHERNECONOMYANDTRADE76