Title :
The Trust Equation The Core Concepts in E- Commerce
Author :
Huang, Liangfang ; Wang, Lingling
Author_Institution :
Dept. of Bus. Adm., Guangxi Univ. of Technol., Liuzhou, China
Abstract :
Currently, the development of e-commerce suffers a series of ethical issues in China, and trust is the most concerned in e-commerce activities. Strengthening the trustworthiness is an important approach to accelerate the healthy development of e-commerce in China. The paper discusses the trust issue in modern society and uses the Trust Equation to analyze the issue. Finally, the paper proposes some ideas to address the trust issue in e-commerce development.
Keywords :
electronic commerce; security of data; China; e-commerce activity; e-commerce development; ethical issue; trust equation; Business; Electronic commerce; Equations; Marketing and sales; Mathematical model; Reliability; Security; e-commerce; proposal; the Trust Equation; trust issue;
Conference_Titel :
Business Computing and Global Informatization (BCGIN), 2011 International Conference on
Conference_Location :
Shanghai
Print_ISBN :
978-1-4577-0788-9
Electronic_ISBN :
978-0-7695-4464-9
DOI :
10.1109/BCGIn.2011.40
