【正文】 cooperation, and it has received considerable attention in the business and social science literature. Lack of trust ca n result in a waste of time and resources on protecting ourselves against possible harm and thereby clogs up the economy. Consumer’s trust in an ERetailer can be defined as consumers’ willingness to accept vulnerability in an online transaction based on their positive expectations in regard with an ERetailers future behavior. Factors that affect trust in ECommerce for consumers include security risks, privacy risks, and lack of reliability in ECommerce processes in general. As pointed by Nielsen, real trust builds through a pany’s actual behavior towards its customers over time, and it is seen to be difficult to build and easy to lose. Theoretically, there are three trustbuilding processes summarized in: 1. Knowledgebased trust is described as a form of trust that develops over time as one party learns about intentions, capabilities, and activity experiences. Example can be remendation, evaluations, and reputations. 2. Institutionalbased trust relied on the creation of a “trust infrastructure”, of socially recognized thirdparty intermediaries that certify the trustworthiness of parties in a mercial exchange or actually enforce trustworthy behaviors on the part of one or both partners. Such example is certificate, membership of association. 3. Trust transfer happens when one party ascribes trustworthiness to an unfamiliar exchange partner based on that partner’s association with a trusted party. In the ext section, we will describe a putational model, which can be used to facilitate the trust building process in ECommerce, particularly for Chinese ECommerce market. In this paper, we surveyed the ECommerce activities currently under going in China. We have closely analyzed the gap between the informationization and barriers of Chinese ECommerce systems. Among the topics of facilitating development of a positive, effective and satisfied ECommerce system, “trust” is a major issue, which has not received adequate attention in past decades. We have proposed a putational trust model (ERC2G), which can foster a trust relationship between consumers and merchants, and illustrate how to apply the model in a Chinese ECommerce system. From the case study of EI Computer, we briefly talked about the implementation of ECommerce systems with the consideration of enhancing trust. However, establishing trust must be a plex process, which involves more information sources, so continuous improving and enhancing the trustworthiness 7 will be the main objective we need to achieve in future work. 中文翻譯 提升中國電子商務信用度 摘 要 電子商務在西方國家已經(jīng)非常流行，并且電子商務系統(tǒng)在這些國家的發(fā)展也相對成熟。 關鍵詞： 信任；電子商務；信任建立；計算模型；中國商務電子商務； 電子商務立法 8 1 緒論 “隨著互聯(lián)網(wǎng)技術的快速發(fā)展，信息交換和開展商務的方式已經(jīng)完全發(fā)生改 變”。但是大部分電子商務的發(fā)展最主要是在少數(shù)幾個國家，尤其是美國、日本和其它一些歐 洲國家。隨著互聯(lián)網(wǎng)的不斷普及和互聯(lián)網(wǎng) 技術的不斷發(fā)展，電子商務的發(fā)展才僅僅做了一個印象深刻的開始。本篇論文分為 6 節(jié)，第 2 節(jié)介紹了當前電子商務的現(xiàn)狀，第 3 節(jié)簡要的回顧了發(fā)展電子商務面臨的挑戰(zhàn)，并且檢查作為阻礙中國當前發(fā)展電子商務最大障礙的“誠信問題”。 9 2 中國電子商務現(xiàn)狀 電子商務問題 信作一直是中國大部分電子商務公司最關心的問題。首先是歷史原因，人們對其它人缺乏信心，因此一開始要建立對他人的信任是很難的。最后，能夠增加消費者信心的網(wǎng)絡安全和加密技術還處于發(fā)展之中。在電子商務 用戶之間建立信任體系是一項長期的過程。消費者可以披露在擔保人處驗證良好的商家以及與該商家有關的商業(yè)活動和歷史行為。通過跟蹤網(wǎng)絡零售商的活動記錄，收集消費者的經(jīng)歷和評論，該計算模型能夠評估消費者建立對不熟悉網(wǎng)絡零售商的信任水平。但是，在電子商務的發(fā)展方面，中國與其它發(fā)達國家之間存在著很大的差距。 信息化差距 目前的中國的社會環(huán)境仍有待于 改善以適應信息化的高速發(fā)展。 此外，全球信息系統(tǒng)正在建立，中國也不例外。例如，法律和規(guī)章并不完善。稅收是另一個問題，它包括如何收取營業(yè)稅和海關稅；是否需 要對一些無形的產(chǎn)品（如軟件、電子音頻和視頻等）建立新的營業(yè)稅和收取方式；如何保證市場安全和標上壟斷，尤其是電信壟斷；如何保護隱私和版權(quán)；如何管理和控制無 形商品的出口和進口，等等。另外一個與電子商務相關的問題與社會信用體系和支付體系有關。例如，商品的分發(fā)仍然與制造部門和銷售部門脫節(jié)。消費者對一個網(wǎng)絡零售商的信任是具體體現(xiàn)在消費者自愿接受一項基于對電子零售商未來行為有良好期望的在線交易之上。這種例子有建議、評估和聲譽等。 在文本部分，我們會描述一種計算模型，它可以被用在電子商務建設過程中，尤其對于中國電子商務市場。我們提出了一種信任計算模型，它可以鞏固消費者和商家的信任關系，并且論述了如何應用這個模型于中國電子商