电子商务信用中英文对照外文翻译文献

电子商务信用中英文对照外文翻译文献(文档含英文原文和中文翻译)英文：Towards Enhancing Trust on Chinese E-Commerce Abstract:E-Commerce has been much more popular in western countries where the development of E-Commerce systems has been relatively matured. While the technology and social credit environment are well developed, E-Commerce is relatively new and receives fewer acceptances within commercial industries in China. Building trust has been identified as one of the major concerns in E-Commerce.In this paper, we will develop an computational model, which may be used to improve the trust-building relationship among consumers, retailers and authorities. This model considers a number of factors including direct experiences, customer recommendations, and authority certification, while parties involved in the E-Commerce activities can confidently establish and reliably enhance the trustworthiness.We also conduct a case study on how to improve consumer-retailer trust relationship in an E-Commerce 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 E-Commerce activities.Key Words: Trust, E-Commerce, Trust-building, Computational model, Chinese E-Commerce.I. Introduction“With the rapid development of Internet technology, the landscape of exchanging information and doing business has been com pletely changed”. As a new way of doing business, E-Commerce is increasingly affecting, changing and even replacing the traditional commerce approach. People are increasingly accepting and using E-Commerce than ever before. Without any doubt, many network 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 E-Commerce is primarily achieved within a handful of countries, particularly in countries like US, Japan and some of European countries. Since the advent of the Internet 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 on-line with a dream of getting wealthy overnight. Over the past few years, almost 70% of the growth in Internet users from all over the world occurred only in China. However, in terms of E-Commerce development, there is still a gap between China and the developed countries. With the increased popularity of the Internet and the continuous improvement of Internet technologies, the development of E-Commerce has just made an impressive start. What hinder the development of Chinese E-Commerce 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 E-Retailers has been identified as the biggest barrier that needs to be overcome in long-term.In the paper, we will identify the challenges in developing Chinese E-Commerce and propose a model to cooperate with current E-Commerce system as a mean of enhancing trustworthiness. The paper is organized into 6 sections. Section 2 introduces the current standing of E-Commerce, and then Section 3 briefly reviews the challenges in developing E-Commerce, and examines the “Trust problem”, which is identified as the major obstacle that hinders the spreading of E-Commerce in China. In Section 4, we propose a computational 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 E-Commerce users.II. Current Chinese E-Commerce Standing(I) Issues in E-CommerceTrust has always been the main concern among most of Chinese E-Commerce companies. On one hand, people are impressed by doing business on-line, but on the other hand they are still worried about using E-Commerce widely. Consequently, a gap appeared between on-line retailers’interest in attracting shoppers to their electronic storefronts and many consumers’ trust in those activities. Nevertheless, researches have shown that the trust problem is not only technical problem, but more of a social problem caused by various reasons. First and foremost, for historical reasons, people may lack of confiden ce with others, therefore it’s quite difficult to puttrust in someone else in the beginning. Secondly, the commercial law and regulation for E-Commerce cannot fully protect the interests of consumers and merchants. Therefore E-Commerce users lack the confidence to take the risk when communicating with an unfamiliar party. Thirdly, the social credit system and payment system in China are still not strong enough when carrying complex E-Commerce transactions, so that on-line business frauds may happen, and harm consumers. Last but not least Internet security and cryptography techniques, which can increase consumers’confidence in on-line activity, are still under development. Due to all these issues, E-Commerce specialists commonly regard that the bottleneck of Chinese E-Commerce is as a trust problem than anything else.(II) Opportunities of Chinese E-CommerceIn 2005, Chinese E-Commerce has been experiencing the upsurge of B2C markets. With the recognition of trust problem, many retailers are experimenting with various trust building strategies to establish trustworthiness towards E-Retailers. Establishing trust between E-Commerce users is a long term process. Apart from more education or training in the long term, we can resort to technology to enhance consumer trust in an unfamiliar E-retailer. One effective method is to participate in third-party assurance programs, which assist consumers in an accessible level of trust they should place in an E-Commerce transaction. In that way, merchants who agree to meet a third party assures standards can either use the assure certified technology, or agree to be bound in some way by the assure procedures or oversight are registered by the assure and permitted to display an identifying logo or assurance seal on their website. Consumers can reveal specific validation of the merchants good-standing with the assure or additional disclosures related to the merchants’ business practices or history. Some theories suggest that trust in an E-retailer can be speci fically defined as consumers’ willingness to accept vulnerability in an on-line transaction based on their positive expectations regarding an E-Retailers future behavior. By evaluating a party’s post behavior and tracking its activities, the party’s futu re behavior can be expected and trust level can be considered so that consumers can make purchasing decision according to the trust level of E-Retailer. In this paper, a third party assurance program that can be cooperated with the current E-Commerce system is proposed. Through tracking E-Retailer ’s activity records, collecting consumer experiences, and recommendations, the computation model is capable of considering the level that consumer can trust an unfamiliar E-Retailer. More detail about the model is described in Section 4.III. Challenges in Developing Chinese E-CommerceChinese E-Markets is undeniably of great potential. E-Markets are not only beneficial for national economy, but also for the global economy, especially since China has entered the World Trade Organization (WTO). However, in terms of developing E-Commerce, there is a gap between China and other developed countries. The primary cause is that the advent of information age has a great impact on the economy of industrialized countrie s, while the social environment and China hasn’t become used to its coming. These can be noticed from various aspects including information infrastructure, barriers of social environment, degree of technologyinnovation, level of awareness, and trustworthiness and so on. Technically, the improvement is obvious, but it’s difficult to catch up in short term for some social problems.(I) Informationization GapCurrent social environment in China is yet to match the rapid informationization. The understanding of the relation and interaction between industrialization and informationization is inadequate. In addition, the importance and urgency of informationization in social and economic development haven’t been fully appreciated. Apart from that, for a long term progress, the awareness and acceptance to informationization are still underway both theoretically and practically.Furthermore, the global information infrastructure are building up, China is not a exception. However, the popularity of informational and electronic facilities in China is still behind the USA, even though 70% of the growth in Internet users occurred in China. That is mainly due to the huge population of China and the imbalanced development of different regions.In terms of the innovation of information technology, China is catching up to the developed countries progressively, although the exploring and utilization of information resources and services are not yet adequate.(II) Social Barriers in E-CommerceIn China, E-Commerce activities are impeded by some social barriers as well. For instance, the law and regulation are not flawless. E-commerce gives a full impetus to social and economic development; in the meantime, it raises some new problems. So we need to address the inadequacy of traditional policy and laws in the new circumstance, and recommend new and effective law and regulation system. E-commerce may cause multi-facet problems, such as legitimacy and authentication of E-currency, E-contract, and E-bill. Taxation is another problem. It includes how to collect business tax and custom; whether new tax and collecting methods are needed for some intangible products (e.g. software, electrical audio and video); how to secure market and prevent monopoly, especially telecommunication monopoly; how to protect privacy and Intellectual Property(IP); how to manage and control export and import of intangible products, and so on.There is a lack of E-Commerce standard. Standardization and legislation is a difficult but important task in developing E-Commerce. For instance, before the E-Signature Standard was invented in China, there was no particular standard to normalize the behaviors on Internet, therefore, it could not setup a standard business environment compatible with international standards, which has a huge impact on integration of individual country and global economy.Another problem associated with E-Commerce is the social credit system and payment system. The present E-Commerce can only be regarded as quasi-E-Commerce. Since the credit system lacks of trust, effective monitoring and payment mechanism. The Internet commodity transaction centers only fulfilled parts of E-Commerce processes, but by no mean to be full processes from pre-purchase to post-purchase. The current distribution system for Chinese E-Commerce is still not satisfied enough. For instance, the delivery of products has yet to be separated frommanufacturing and commercial enterprisers. The incomplete distribution system still responds passively to production and sales departments, where different processing links such as warehousing, transporting and loading functions as independent entities so that the distribution problem has not been solved well at present.In summary, these informationization gaps and social barriers indeed hinder the development of Chinese E-Commerce, but many people consider lack of consumers trust in E-Commerce merchants, technology, social, financial and legal infrastructures of E-Commerce environment as the most concerned issues that affect the development in an individual country, since most traditional cues for assessing trust in physical world are not available on-line.(III)Trust IssueTrust is a catalyst for human cooperation, and it has received considerable attention in the business and social science literature. Lack of trust can 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 E-Retailer can be defined as consumers’willingness to accept vulnerability in an on-line transaction based on their positive expectations in regard with an E-Retailers future behavior. Factors that affect trust in E-Commerce for consumers include security risks, privacy risks, and lack of reliability in E-Commerce processes in general. As pointed by Nielsen, real trust builds through a company’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 trust-building processes summarized in:1. Knowledge-based 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 recommendation, evaluations, and reputations.2. Institutional-based trust relied on the creation of a “trust infrastructure”, of socially recognized third-party intermediaries that certify the trustworthiness of parties in a commercial 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 computational model, which can be used to facilitate the trust- building process in E-Commerce, particularly for Chinese E-Commerce market.In this paper, we surveyed the E-Commerce activities currently under going in China. We have closely analyzed the gap between the informationization and barriers of Chinese E-Commerce systems. Among the topics of facilitating development of a positive, effective and satisfied E-Commerce system, “trust” is a major issue, which has not received adequate attention in past decades. We have proposed a computational trust model (ERC2G), which can foster a trust relationship between consumers and merchants, and illustrate how to apply the model in a Chinese E-Commerce system. From the case study of EI Computer, we briefly talked about the implementation of E-Commerce systems with the consideration of enhancing trust. However, establishing trust must be a complex process, which involves moreinformation sources, so continuous improving and enhancing the trustworthiness will be the main objective we need to achieve in future work.翻译：提升中国电子商务信用度摘要电子商务在西方国家已经非常流行，并且电子商务系统在这些国家的发展也相对成熟。