【正文】 del, which may be used to improve the trustbuilding relationship among consumers, retailers and authorities. This model considers a number of factors including direct experiences, customer remendations, and authority certification, while parties involved in the ECommerce activities can confidently establish and reliably enhance the trustworthiness. We also conduct a case study on how to improve consumerretailer trust relationship in an ECommerce 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 ECommerce activities. Key Words: Trust, ECommerce, Trustbuilding, Computational model, Chinese ECommerce. 3 I. Introduction “With the rapid development of Inter technology, the landscape of exchanging information and doing business has been pletely changed”. As a new way of doing business, ECommerce is increasingly affecting, changing and even replacing the traditional merce approach. People are increasingly accepting and using ECommerce than ever before. Without any doubt, many work applications, based on initial Door to Door to B2B, B2C, and C2C models, have a profound influence on the global economy. However most of the development of ECommerce is primarily achieved within a handful of countries, particularly in countries like US, Japan and some of European countries. Since the advent of the Inter in the late 1990’s in China, various applications can be seen in the following years, which stirred thousands of ambitious young Chinese people to establish their own business online with a dream of getting wealthy overnight. Over the past few years, almost 70% of the growth in Inter users from all over the world occurred only in China. However, in terms of ECommerce development, there is still a gap between China and the developed countries. With the increased popularity of the Inter and the continuous improvement of Inter technologies, the development of ECommerce has just made an impressive start. What hinder the development of Chinese ECommerce can be attributed to various problems and barriers. Some of these problems such as payment method, distribution problem, and security issues have been partially alleviated. Unfortunately the consumers’ lack of trust towards ERetailers has been identified as the biggest barrier that needs to be overe in longterm. In the paper, we will identify the challenges in developing Chinese ECommerce and propose a model to cooperate with current ECommerce system as a mean of enhancing trustworthiness. The paper is anized into 6 sections. Section 2 introduces the current standing of ECommerce, and then Section 3 briefly reviews the challenges in developing ECommerce, and examines the “Trust problem”, which is identified as the major obstacle that hinders the spreading of ECommerce in China. In Section 4, we propose a putational model that can be used to address the trust problem. Section 5 specifically discusses how to apply the model to improve trustworthiness, and gives a case study in Section 6. Section 7 concludes the paper by discussing further directions for improving trust between ECommerce users. II. Current Chinese ECommerce Standing (I) Issues in ECommerce Trust has always been the main concern among most of Chinese ECommerce panies. On one hand, people are impressed by doing business online, but on the other hand they are still worried about using ECommerce widely. Consequently, a gap appeared between online retailers’ interest in attracting shoppers to their electronic storefronts and many consumers’ trust in those activities. Nevertheless, researches ha