【正文】 emerce vendor is positively related to the level of consumers’ trust in the vendor.b)多渠道整合 丹尼爾和威爾遜[8]確定各渠道的整合，使多渠道服務(wù)成為電子商務(wù)轉(zhuǎn)型的必要的關(guān)鍵動態(tài)能力之一。第二大的規(guī)模意味著此商家被許多顧客所認(rèn)可，這樣給潛在的顧客一個信號就是這個商家是可信賴的。 多尼和佳能[5]定義總的規(guī)模和市場份額為賣方的規(guī)模。聲譽(yù)是脆弱的，因為丟失聲譽(yù)比形成聲譽(yù)來的要難[6]。Figure 1. Research Model.A. Characteristics of trustees (emerce vendors)a) Perceived reputation and sizeResearch in traditional industrial buyerseller relationships revealed that buyer’s perceptions of seller’s reputation and size are the factors of trustworthiness [4].Reputation is defined as the extent to which buyers believe a seller is professionally petent or honest and benevolent. Reputation is vulnerable because it is harder to form a reputation than to lose it [6]. For instance, due to the Sanlu milk powder event, customers showed great decrease in trust in domestic milk powder producers.Doney and Cannon [5] defined a seller’s size as its overall size and market share position. Size could indicate many things. Second large size means the business is recognized by a large population of customers, which gives the potential customers a signal that the business is reliable. So we hypothesize that:H1. The perceived reputation and size of emerce vendor is positively related to the level consumers’ trust in the vendor.A. 受托人的特征（電子商務(wù)供應(yīng)商）a ) 知覺的聲譽(yù)和規(guī)模傳統(tǒng)產(chǎn)業(yè)的買賣雙方關(guān)系的研究表明，買方對賣方的聲譽(yù)和規(guī)模的看法是可信賴因素。我們的研究開發(fā)的研究模型涉及的變量屬性來自于委托人與受委托人雙方面。耶爾文佩[3]調(diào)查是否網(wǎng)上商店的聲譽(yù)和規(guī)模影響消費者對商店的信任的看法，Bendoly調(diào)查綜合消費者對于多渠道公司的忠誠度。In prior research, Mayer [2] proposed a model incorporating both a trusting party (trustor) and a party to be trusted (trustee). They discussed the trustor’s perception about the trustees’ characteristics. Jarvenpaa [3] examined whether customers’ perceptions about the reputation and size of an Internet store affect their trust in the store and Bendoly examined the channel integration on consumer’s loyalty to a multichannel firm.在以前的研究中，梅耶[2]提出了一個模型，納入一個信任的一方（委托人）和被信任的一方（受托人）。在互聯(lián)網(wǎng)業(yè)務(wù)背景下，信任是關(guān)鍵的，因為自然和網(wǎng)上業(yè)務(wù)的限制——看不見的交易過程，買家和賣家之間的物理隔離，買賣雙方的物理空間隔離。這項研究的重點是通過有經(jīng)驗的實驗檢驗對消費者信任有影響的因素，為電子商務(wù)銷售商改善業(yè)務(wù)提供基礎(chǔ)。信譽(yù)度在這個研究中被定為消費者對網(wǎng)上賣方的行為，信念特征，承諾與信心的積極期望。消費者的信任度正成為其中最重要的問題。但是隨著電子商務(wù)變的越來越流行，就像傳統(tǒng)的商務(wù)形式一樣。許多優(yōu)勢推動了電子商務(wù)在最近的幾十年里增長。這個發(fā)現(xiàn)可以為賣方提供建議去尋找可靠的顧客。結(jié)果表明認(rèn)知的聲譽(yù)和大小。本文在前人研究的基礎(chǔ)上，開發(fā)了一個擴(kuò)展模型分析中國用戶的信任的主要屬性。 consumer trust。. . . . .An Empirical Study On Consumer Trust in B2C emercein ChinaYujie Bao, Yan Li,﹡ Xin Meng, Yuchang Liu, Weiming WangInternational College at BeijingChina Agricultural UniversityBeijing, ChinaicbliyanAbstract—Consumer trust has been more and more recognized as an important factor for a successful emerce vendor. Based on the previous research, this paper developed an extended model for analyzing the main attributes of trust of the users in China. A survey regarding the trust of emerce users is conducted to empirically test the model. The result shows the perceived reputation and size。 the level of multichannel integration, the system assurance, consumers’ propensity to trust and experiencedbased familiarity are all positively related with consumers’ trust in the vendor. The findings may provide the suggestions for the vendors to consider the trustworthy by the consumers.Keywords: emerce。 China摘要——對于一個成功的電子商務(wù)供應(yīng)商，消費者信任度已經(jīng)被越來越多的人認(rèn)為是一個重要的因素。一項關(guān)于電子商務(wù)用戶信任度的測試正在進(jìn)行。水平的多通道集成、系統(tǒng)保證,消費者對于賣方的信任度更傾向于那些熟悉的有過交易經(jīng)驗的人。 關(guān)鍵詞：電子商務(wù)；消費者信譽(yù)；中國I. INTRODUCTIONEbusiness (electronic merce) is described as the process of buying, selling, transferring, or exchanging products, services, and/or information via puter networks,including the Internet. There are many advantages driving the growth of emerce in the recent decades. Time saving, a greater variety of choices and cheaper prices are the three main advantages. But like the traditional business, problems emerge as emerce bees more popular. The consumers’ trust in emerce is being the most significant problem. One of the key factors that make an emerce successful is the ability to gain consumer trust.Trust is defined as in this study as a consumer’s positive expectations regarding an evendor’s conduct, character