【作者】 杜小利；

【导师】 胡伟雄；

【作者基本信息】 华中师范大学 ， 管理科学与工程， 2009， 硕士

【摘要】 信任作为建立社会关系的基础,其目的之一就是为了突破个体之间的关系。电子商务最终是人际关系的表现,电子商务信任最终也表现为人际信任和社会信任。当然技术的参与,使得电子商务信任具有特殊涵义,在表现为人际信任和社会信任的同时,也引出了技术信任。正是由于技术的参与,使得传统交易方式中的钱物当面交换模式衍变为钱物在时间和空间上分离的交换模式,虽然大大增加消费者购买物品(或服务)的便捷性,但也增加了交易的复杂性,使得信任问题更加突出。电子商务信任主要涉及三个方面——环境、交易双方和第三方。环境主要提供法律支撑、征信和评信、建立社会信用体系、建立电子商务标准和监督电子商务运行;交易双方,努力增强综合素质,提高信用等级;第三方主要提供电子商务交易平台、escrow服务、反馈系统、信用卡保证和trust seals等服务。通过三方面共同努力,保障电子商务稳定有序的发展。本文主要研究基于PKI的电子商务信任,针对目前电子商务信任存在的问题,如网上银行和电子商务平台的数字证书的安全和法律保障问题、第三方的介入深度和广度问题等。提出解决办法,研究基于PKI的电子商务,构建基于声誉的电子商务信用计算模型。首先总结国内外PKI的发展现状,对PKI应用案例进行剖析,提出国内PKI发展的相关对策;其次介绍电子商务信任模型,全面的归纳和总结多方参与的电子商务实体信任模型;再次,研究本文提出基于PKI的,由合法CA和电子商务参与者(主要为电子商务平台和网上银行)共同构建具备个性化特征的子CA模式的电子商务,来建设和维护用户数字证书体系;再者,在总结相关电子商务信任模型基础上,提出B2C电子商务简化信任模型,并做相关实证分析——网络调查问卷,通过调查结果,对网络调查问卷进行信度和效度分析;另外,针对当今网络消费者网络购物时最为关心的指标——声誉,提出基于声誉的电子商务信用计算模型,模型综合考虑了交易商品价值、评分人的声誉状况、评分的时间权重等因素;最后总结本文的研究内容,提出今后进一步的研究工作。更多还原

【Abstract】 Being the basis of social relationship establishment,trust is existed for breaking through the relationship between individuals.The electronic commerce is the represent of human relations finally,and in corresponding the electronic commerce trust is also the represent of human trust and social trust.Of course,the electronic commerce trust is given a special meaning after the participation of technique,in which the technique trust is also introduced besides the human trust and social trust meanings.As the participation of technique,the face-to-face money-goods transaction model of the traditional transaction way is changed into the time-space separate money-goods transaction model, but along with increasing the convenience of goods/service purchase by the consumers, the increasing complexity of the transaction also makes the trust issue much more obvious.The electronic commerce trust mainly refers to these three parts:the circumstance, the two transaction parties;and the third party.The circumstance mainly offers the legal support,the credit investigation and evaluation,the social trust system establishment,the electronic commerce standard establishment and the electronic commerce operation monitoring;the two transaction parties need to improve the comprehensive qualities and raise the credit rating;and the third party mainly provides the services such as the transaction platform of the electronic commerce,the escrow service,the feedback system, the credit card assurance and the trust seals.With the mutual effort of the above three parts,the stable and ordered development of the electronic commerce is guaranteed.Aimed at the current existing problems of the electronic commerce,such as the digital certificate safety and legal protection problems of the internet banking and the electronic commerce platform,and the depth and width problems of the intervention of the third party,this article mainly investigates the electronic commerce trust based on PKI,proposes the solutions and establishes an electronic commerce trust calculation model based on reputation.First of all,the PKI development status at home and abroad is summarized,and the PKI application cases are analyzed,by which the relating decisions of domestic PKI development is proposed;secondly,the electronic commerce trust model is introduced, and the multi-party participating electronic commerce entity trust model is concluded and summarized comprehensively;thirdly,the PKI-based electronic commerce is investigated, and the sub-CA is established by the PKI and the electronic commerce participants (mainly are the electronic commerce platform and the internet banking) together to build and maintain the user digital certificate system;fourthly,on the basis of summarizing the relating electronic commerce trust model,the simplified B2C electronic commerce trust model is proposed and the corresponding verification analysis is done:the website investigation questionnaire.By this questionnaire result,the reliability and validity of the questionnaire is analyzed;furthermore,according to the most concerning index during website shopping by the network consumers:the reputation,a reputation-based electronic commerce trust calculation model is proposed,in which the elements such as the value of the goods for transaction,the reputation situation of the marker,and the time weighting of the marks are considered comprehensively,the process only with two transaction parties assumed and the electronic commerce transaction process with the third party assumed are gaming analyzed to get solutions for the electronic commerce faith breaking problem;lastly,the investigation content of this article is summarized,and the further investigation job is explained.更多还原