電子商務(wù)信用中英文對(duì)照外文翻譯文獻(xiàn)

電子商務(wù)信用中英文對(duì)照外文翻譯文獻(xiàn)(文檔含英文原文和中文翻譯)英文：TowardsEnhancingTrustonChineseE-CommerceAbstract:E-CommercehasbeenmuchmorepopularinwesterncountrieswherethedevelopmentofE-Commercesystemshasbeenrelativelymatured.Whilethetechnologyandsocialcreditenvironmentarewelldeveloped,E-CommerceisrelativelynewandreceivesfeweracceptanceswithincommercialindustriesinChina.BuildingtrusthasbeenidentifiedasoneofthemajorconcernsinE-Commerce.Inthispaper,wewilldevelopancomputationalmodel,whichmaybeusedtoimprovethetrust-buildingrelationshipamongconsumers,retailersandauthorities.Thismodelconsidersanumberoffactorsincludingdirectexperiences,customerrecommendations,andauthoritycertification,whilepartiesinvolvedintheE-Commerceactivitiescanconfidentlyestablishandreliablyenhancethetrustworthiness.Wealsoconductacasestudyonhowtoimproveconsumer-retailertrustrelationshipinanE-Commerceapplicationbytheuseofthetrustmodel,whichisoneoffunctionalelectronicstorefrontswiththeconsiderationoftrustworthinessinChina.Inaddition,thefindingsfromthisresearchwillalsobehelpfulfornationalpolicymakeronlegislationofChineseE-Commerceactivities.KeyWords:Trust,E-Commerce,Trust-building,Computationalmodel,ChineseE-Commerce.I.Introduction“WiththerapiddevelopmentofInternettechnology,thelandscapeofexchanginginformationanddoingbusinesshasbeencompletelychanged”.Asanewwayofdoingbusiness,E-Commerceisincreasinglyaffecting,changingandevenreplacingthetraditionalcommerceapproach.PeopleareincreasinglyacceptingandusingE-Commercethaneverbefore.Withoutanydoubt,manynetworkapplications,basedoninitialDoortoDoortoB2B,B2C,andC2Cmodels,haveaprofoundinfluenceontheglobaleconomy.HowevermostofthedevelopmentofE-Commerceisprimarilyachievedwithinahandfulofcountries,particularlyincountrieslikeUS,JapanandsomeofEuropeancountries.SincetheadventoftheInternetinthelate1990’sinChina,variousapplicationscanbeseeninthefollowingyears,whichstirredthousandsofambitiousyoungChinesepeopletoestablishtheirownbusinesson-linewithadreamofgettingwealthyovernight.Overthepastfewyears,almost70%ofthegrowthinInternetusersfromallovertheworldoccurredonlyinChina.However,intermsofE-Commercedevelopment,thereisstillagapbetweenChinaandthedevelopedcountries.WiththeincreasedpopularityoftheInternetandthecontinuousimprovementofInternettechnologies,thedevelopmentofE-Commercehasjustmadeanimpressivestart.WhathinderthedevelopmentofChineseE-Commercecanbeattributedtovariousproblemsandbarriers.Someoftheseproblemssuchaspaymentmethod,distributionproblem,andsecurityissueshavebeenpartiallyalleviated.Unfortunatelytheconsumers’lackoftrusttowardsE-Retailershasbeenidentifiedasthebiggestbarrierthatneedstobeovercomeinlong-term.Inthepaper,wewillidentifythechallengesindevelopingChineseE-CommerceandproposeamodeltocooperatewithcurrentE-Commercesystemasameanofenhancingtrustworthiness.Thepaperisorganizedinto6sections.Section2introducesthecurrentstandingofE-Commerce,andthenSection3brieflyreviewsthechallengesindevelopingE-Commerce,andexaminesthe“Trustproblem”,whichisidentifiedasthemajorobstaclethathindersthespreadingofE-CommerceinChina.InSection4,weproposeacomputationalmodelthatcanbeusedtoaddressthetrustproblem.Section5specificallydiscusseshowtoapplythemodeltoimprovetrustworthiness,andgivesacasestudyinSection6.Section7concludesthepaperbydiscussingfurtherdirectionsforimprovingtrustbetweenE-Commerceusers.II.CurrentChineseE-CommerceStanding(I)IssuesinE-CommerceTrusthasalwaysbeenthemainconcernamongmostofChineseE-Commercecompanies.Ononehand,peopleareimpressedbydoingbusinesson-line,butontheotherhandtheyarestillworriedaboutusingE-Commercewidely.Consequently,agapappearedbetweenon-lineretailers’interestinattractingshopperstotheirelectronicstorefrontsandmanyconsumers’trustinthoseactivities.Nevertheless,researcheshaveshownthatthetrustproblemisnotonlytechnicalproblem,butmoreofasocialproblemcausedbyvariousreasons.Firstandforemost,forhistoricalreasons,peoplemaylackofconfidencewithothers,thereforeit’squitedifficulttoputtrustinsomeoneelseinthebeginning.Secondly,thecommerciallawandregulationforE-Commercecannotfullyprotecttheinterestsofconsumersandmerchants.ThereforeE-Commerceuserslacktheconfidencetotaketheriskwhencommunicatingwithanunfamiliarparty.Thirdly,thesocialcreditsystemandpaymentsysteminChinaarestillnotstrongenoughwhencarryingcomplexE-Commercetransactions,sothaton-linebusinessfraudsmayhappen,andharmconsumers.LastbutnotleastInternetsecurityandcryptographytechniques,whichcanincreaseconsumers’confidenceinon-lineactivity,arestillunderdevelopment.Duetoalltheseissues,E-CommercespecialistscommonlyregardthatthebottleneckofChineseE-Commerceisasatrustproblemthananythingelse.(II)OpportunitiesofChineseE-CommerceIn2005,ChineseE-CommercehasbeenexperiencingtheupsurgeofB2Cmarkets.Withtherecognitionoftrustproblem,manyretailersareexperimentingwithvarioustrustbuildingstrategiestoestablishtrustworthinesstowardsE-Retailers.EstablishingtrustbetweenE-Commerceusersisalongtermprocess.Apartfrommoreeducationortraininginthelongterm,wecanresorttotechnologytoenhanceconsumertrustinanunfamiliarE-retailer.Oneeffectivemethodistoparticipateinthird-partyassuranceprograms,whichassistconsumersinanaccessibleleveloftrusttheyshouldplaceinanE-Commercetransaction.Inthatway,merchantswhoagreetomeetathirdpartyassuresstandardscaneitherusetheassurecertifiedtechnology,oragreetobeboundinsomewaybytheassureproceduresoroversightareregisteredbytheassureandpermittedtodisplayanidentifyinglogoorassurancesealontheirwebsite.Consumerscanrevealspecificvalidationofthemerchantsgood-standingwiththeassureoradditionaldisclosuresrelatedtothemerchants’businesspracticesorhistory.SometheoriessuggestthattrustinanE-retailercanbespecificallydefinedasconsumers’willingnesstoacceptvulnerabilityinanon-linetransactionbasedontheirpositiveexpectationsregardinganE-Retailersfuturebehavior.Byevaluatingaparty’spostbehaviorandtrackingitsactivities,theparty’sfuturebehaviorcanbeexpectedandtrustlevelcanbeconsideredsothatconsumerscanmakepurchasingdecisionaccordingtothetrustlevelofE-Retailer.Inthispaper,athirdpartyassuranceprogramthatcanbecooperatedwiththecurrentE-Commercesystemisproposed.ThroughtrackingE-Retailer’sactivityrecords,collectingconsumerexperiences,andrecommendations,thecomputationmodeliscapableofconsideringthelevelthatconsumercantrustanunfamiliarE-Retailer.MoredetailaboutthemodelisdescribedinSection4.III.ChallengesinDevelopingChineseE-CommerceChineseE-Marketsisundeniablyofgreatpotential.E-Marketsarenotonlybeneficialfornationaleconomy,butalsofortheglobaleconomy,especiallysinceChinahasenteredtheWorldTradeOrganization(WTO).However,intermsofdevelopingE-Commerce,thereisagapbetweenChinaandotherdevelopedcountries.Theprimarycauseisthattheadventofinformationagehasagreatimpactontheeconomyofindustrializedcountries,whilethesocialenvironmentandChinahasn’tbecomeusedtoitscoming.Thesecanbenoticedfromvariousaspectsincludinginformationinfrastructure,barriersofsocialenvironment,degreeoftechnologyinnovation,levelofawareness,andtrustworthinessandsoon.Technically,theimprovementisobvious,butit’sdifficulttocatchupinshorttermforsomesocialproblems.(I)InformationizationGapCurrentsocialenvironmentinChinaisyettomatchtherapidinformationization.Theunderstandingoftherelationandinteractionbetweenindustrializationandinformationizationisinadequate.Inaddition,theimportanceandurgencyofinformationizationinsocialandeconomicdevelopmenthaven’tbeenfullyappreciated.Apartfromthat,foralongtermprogress,theawarenessandacceptancetoinformationizationarestillunderwayboththeoreticallyandpractically.Furthermore,theglobalinformationinfrastructurearebuildingup,Chinaisnotaexception.However,thepopularityofinformationalandelectronicfacilitiesinChinaisstillbehindtheUSA,eventhough70%ofthegrowthinInternetusersoccurredinChina.ThatismainlyduetothehugepopulationofChinaandtheimbalanceddevelopmentofdifferentregions.Intermsoftheinnovationofinformationtechnology,Chinaiscatchinguptothedevelopedcountriesprogressively,althoughtheexploringandutilizationofinformationresourcesandservicesarenotyetadequate.(II)SocialBarriersinE-CommerceInChina,E-Commerceactivitiesareimpededbysomesocialbarriersaswell.Forinstance,thelawandregulationarenotflawless.E-commercegivesafullimpetustosocialandeconomicdevelopment;inthemeantime,itraisessomenewproblems.Soweneedtoaddresstheinadequacyoftraditionalpolicyandlawsinthenewcircumstance,andrecommendnewandeffectivelawandregulationsystem.E-commercemaycausemulti-facetproblems,suchaslegitimacyandauthenticationofE-currency,E-contract,andE-bill.Taxationisanotherproblem.Itincludeshowtocollectbusinesstaxandcustom;whethernewtaxandcollectingmethodsareneededforsomeintangibleproducts(e.g.software,electricalaudioandvideo);howtosecuremarketandpreventmonopoly,especiallytelecommunicationmonopoly;howtoprotectprivacyandIntellectualProperty(IP);howtomanageandcontrolexportandimportofintangibleproducts,andsoon.ThereisalackofE-Commercestandard.StandardizationandlegislationisadifficultbutimportanttaskindevelopingE-Commerce.Forinstance,beforetheE-SignatureStandardwasinventedinChina,therewasnoparticularstandardtonormalizethebehaviorsonInternet,therefore,itcouldnotsetupastandardbusinessenvironmentcompatiblewithinternationalstandards,whichhasahugeimpactonintegrationofindividualcountryandglobaleconomy.AnotherproblemassociatedwithE-Commerceisthesocialcreditsystemandpaymentsystem.ThepresentE-Commercecanonlyberegardedasquasi-E-Commerce.Sincethecreditsystemlacksoftrust,effectivemonitoringandpaymentmechanism.TheInternetcommoditytransactioncentersonlyfulfilledpartsofE-Commerceprocesses,butbynomeantobefullprocessesfrompre-purchasetopost-purchase.ThecurrentdistributionsystemforChineseE-Commerceisstillnotsatisfiedenough.Forinstance,thedeliveryofproductshasyettobeseparatedfrommanufacturingandcommercialenterprisers.Theincompletedistributionsystemstillrespondspassivelytoproductionandsalesdepartments,wheredifferentprocessinglinkssuchaswarehousing,transportingandloadingfunctionsasindependententitiessothatthedistributionproblemhasnotbeensolvedwellatpresent.Insummary,theseinformationizationgapsandsocialbarriersindeedhinderthedevelopmentofChineseE-Commerce,butmanypeopleconsiderlackofconsumerstrustinE-Commercemerchants,technology,social,financialandlegalinfrastructuresofE-Commerceenvironmentasthemostconcernedissuesthataffectthedevelopmentinanindividualcountry,sincemosttraditionalcuesforassessingtrustinphysicalworldarenotavailableon-line.(III)TrustIssueTrustisacatalystforhumancooperation,andithasreceivedconsiderableattentioninthebusinessandsocialscienceliterature.Lackoftrustcanresultinawasteoftimeandresourcesonprotectingourselvesagainstpossibleharmandtherebyclogsuptheeconomy.Consumer’strustinanE-Retailercanbedefinedasconsumers’willingnesstoacceptvulnerabilityinanon-linetransactionbasedontheirpositiveexpectationsinregardwithanE-Retailersfuturebehavior.FactorsthataffecttrustinE-Commerceforconsumersincludesecurityrisks,privacyrisks,andlackofreliabilityinE-Commerceprocessesingeneral.AspointedbyNielsen,realtrustbuildsthroughacompany’sactualbehaviortowardsitscustomersovertime,anditisseentobedifficulttobuildandeasytolose.Theoretically,therearethreetrust-buildingprocessessummarizedin:1.Knowledge-basedtrustisdescribedasaformoftrustthatdevelopsovertimeasonepartylearnsaboutintentions,capabilities,andactivityexperiences.Examplecanberecommendation,evaluations,andreputations.2.Institutional-basedtrustreliedonthecreationofa“trustinfrastructure”,ofsociallyrecognizedthird-partyintermediariesthatcertifythetrustworthinessofpartiesinacommercialexchangeoractuallyenforcetrustworthybehaviorsonthepartofoneorbothpartners.Suchexampleiscertificate,membershipofassociation.3.Trusttransferhappenswhenonepartyascribestrustworthinesstoanunfamiliarexchangepartnerbasedonthatpartner’sassociationwithatrustedparty.Intheextsection,wewilldescribeacomputationalmodel,whichcanbeusedtofacilitatethetrust-buildingprocessinE-Commerce,particularlyforChineseE-Commercemarket.Inthispaper,wesurveyedtheE-CommerceactivitiescurrentlyundergoinginChina.WehavecloselyanalyzedthegapbetweentheinformationizationandbarriersofChineseE-Commercesystems.Amongthetopicsoffacilitatingdevelopmentofapositive,effectiveandsatisfiedE-Commercesystem,“trust”isamajorissue,whichhasnotreceivedadequateattentioninpastdecades.Wehaveproposedacomputationaltrustmodel(ERC2G),whichcanfosteratrustrelationshipbetweenconsumersandmerchants,andillustratehowtoapplythemodelinaChineseE-Commercesystem.FromthecasestudyofEIComputer,webrieflytalkedabouttheimplementationofE-Commercesystemswiththeconsiderationofenhancingtrust.However,establishingtrustmustbeacomplexprocess,whichinvolvesmoreinformationsources,socontinuousimprovingandenhancingthetrustworthinesswillbethemainobjectiveweneedtoachieveinfuturework.翻譯：提升中國(guó)電子商務(wù)信用度摘要電子商務(wù)在西方國(guó)家已經(jīng)非常流行，并且電子商務(wù)系統(tǒng)在這些國(guó)家的發(fā)展也相對(duì)成熟。雖然在中國(guó)科技和社會(huì)誠(chéng)信已經(jīng)得到了較好的發(fā)展，但是電子商務(wù)相對(duì)來(lái)說(shuō)比較新奇，在商業(yè)行業(yè)內(nèi)并沒(méi)有被很多人接受。建立誠(chéng)信體系已經(jīng)被當(dāng)作電子商務(wù)的主要任務(wù)。在這篇文章中，我們會(huì)建立一種可提高消費(fèi)者、零售商和政府部門信任關(guān)系的計(jì)算模型，此模型考慮多項(xiàng)因素，包括直接經(jīng)驗(yàn)、客戶的建議和權(quán)威認(rèn)證，而涉及電子商務(wù)活動(dòng)的各方可以信心十足地建立和可靠地提高可信度。關(guān)鍵詞：信任；電子商務(wù)；信任建立；計(jì)算模型；中國(guó)商務(wù)電子商務(wù)；電子商務(wù)立法1緒論“隨著互聯(lián)網(wǎng)技術(shù)的快速發(fā)展，信息交換和開(kāi)展商務(wù)的方式已經(jīng)完全發(fā)生改變”。作為一種開(kāi)展商務(wù)的新方式，電子商務(wù)正越來(lái)越多地影響、改變甚至替換傳統(tǒng)商務(wù)模式。人民正在以前所未有的態(tài)度逐漸接受和使用電子商務(wù)。毫無(wú)疑問(wèn)，很多建立在室內(nèi)的B2B、B2C和C2C模式的網(wǎng)絡(luò)應(yīng)用，正在對(duì)全球經(jīng)濟(jì)產(chǎn)生深刻的影響。但是大部分電子商務(wù)的發(fā)展最主要是在少數(shù)幾個(gè)國(guó)家，尤其是美國(guó)、日本和其它一些歐洲國(guó)家。隨著中國(guó)九十年代后期互聯(lián)網(wǎng)的普遍應(yīng)用，在接下來(lái)的許多年里出現(xiàn)了各種應(yīng)用，激勵(lì)著成千上萬(wàn)懷著一夜致富的夢(mèng)想的年輕人在網(wǎng)上建立他們自己的事業(yè)。近年來(lái)，全世界互聯(lián)網(wǎng)用戶的增長(zhǎng)量有多達(dá)70%的來(lái)自中國(guó)。但是，在電子商務(wù)的發(fā)展方面，中國(guó)和發(fā)達(dá)國(guó)家仍然存在差距。隨著互聯(lián)網(wǎng)的不斷普及和互聯(lián)網(wǎng)技術(shù)的不斷發(fā)展，電子商務(wù)的發(fā)展才僅僅做了一個(gè)印象深刻的開(kāi)始。阻礙中國(guó)電子商務(wù)發(fā)展的原因可歸結(jié)為很多問(wèn)題和障礙。有些問(wèn)題比如支付方式、配送問(wèn)題和安全問(wèn)題已經(jīng)稍微緩解，不幸的是消費(fèi)者對(duì)網(wǎng)絡(luò)零售商信任的缺失已經(jīng)被當(dāng)作未來(lái)長(zhǎng)時(shí)間內(nèi)需要克服的最大障礙。在本文中，我們將會(huì)分析中國(guó)發(fā)展電子商務(wù)面臨的挑戰(zhàn)，并且建立一種與當(dāng)前電子商務(wù)系統(tǒng)兼容的模式，作為鞏固誠(chéng)信度的一種方式。本篇論文分為6節(jié)，第2節(jié)介紹了當(dāng)前電子商務(wù)的現(xiàn)狀，第3節(jié)簡(jiǎn)要的回顧了發(fā)展電子商務(wù)面臨的挑戰(zhàn)，并且檢查作為阻礙中國(guó)當(dāng)前發(fā)展電子商務(wù)最大障礙的“誠(chéng)信問(wèn)題”。在第4節(jié)中，我們提出了一種可以處理誠(chéng)信問(wèn)題的計(jì)算模型。第5節(jié)討論了如何應(yīng)用這一模型提升誠(chéng)信度，并且在第6節(jié)中給出了一個(gè)案例。第7節(jié)通過(guò)討論在各電子商務(wù)用戶之間鞏固信任度的未來(lái)方向總結(jié)了該篇論文。2中國(guó)電子商務(wù)現(xiàn)狀2.1電子商務(wù)問(wèn)題信作一直是中國(guó)大部分電子商務(wù)公司最關(guān)心的問(wèn)題。一方面，人們對(duì)在網(wǎng)絡(luò)上開(kāi)展商務(wù)印象深刻，但另一方面他們?nèi)匀粨?dān)心廣泛地使用電子商務(wù)這一方式。因此，在網(wǎng)絡(luò)零售商通過(guò)吸引顧客來(lái)他們網(wǎng)絡(luò)商店購(gòu)物的利益和顧客對(duì)他們這些活動(dòng)的信任之間出現(xiàn)了鴻溝。盡管如此，研究者發(fā)現(xiàn)信任問(wèn)題不僅僅是技術(shù)問(wèn)題，更多地是由各種原因引起的社會(huì)問(wèn)題。首先是歷史原因，人們對(duì)其它人缺乏信心，因此一開(kāi)始要建立對(duì)他人的信任是很難的。第二，商業(yè)法律和規(guī)章不能完全保護(hù)顧客的商人的權(quán)益。因此當(dāng)電子商務(wù)用戶與不熟悉方進(jìn)行交流時(shí)，缺乏信心去承擔(dān)風(fēng)險(xiǎn)。第三，中國(guó)的信任體系和支付系統(tǒng)還不夠強(qiáng)大，不能處理復(fù)雜的電子商務(wù)交易，因此在線欺詐行為可能發(fā)生并且損害消費(fèi)者的利益。最后，能夠增加消費(fèi)者信心的網(wǎng)絡(luò)安全和加密技術(shù)還處于發(fā)展之中。由于上述問(wèn)題，電子商務(wù)專家們普遍認(rèn)為，制約中國(guó)電子商務(wù)發(fā)展的瓶頸正是信任問(wèn)題。2.2 中國(guó)電子商務(wù)的發(fā)展機(jī)遇2005年，中國(guó)電子商務(wù)經(jīng)歷了B2C市場(chǎng)的發(fā)展高潮。隨著信任問(wèn)題被逐漸接受，許多零售商正在嘗試各種信托建設(shè)的戰(zhàn)略，建立對(duì)電子零售商的可信性。在電子商務(wù)用戶之間建立信任體系是一項(xiàng)長(zhǎng)期的過(guò)程。從長(zhǎng)遠(yuǎn)看，除了加強(qiáng)教育和培訓(xùn)外，我們可以借助技術(shù)手段去加強(qiáng)消費(fèi)者對(duì)不熟悉電子零售商的信任。一種有效的方法是使第三方擔(dān)保機(jī)構(gòu)參與進(jìn)來(lái)，協(xié)助他們?cè)陔娮由虅?wù)交易過(guò)程中獲得觸手可及的信任感。這樣，只要同意滿足第三方擔(dān)保人提供的標(biāo)準(zhǔn)，商家就既可以使用擔(dān)保人的認(rèn)證技術(shù)，也可以和擔(dān)保人的認(rèn)證程序進(jìn)行綁定，在擔(dān)保人處獲得注冊(cè)并且允許在他們的網(wǎng)站上展示認(rèn)證標(biāo)志和擔(dān)保印章。消費(fèi)者可以披露在擔(dān)保人處驗(yàn)證良好的商家以及與該商家有關(guān)的商業(yè)活動(dòng)和歷史行為。一些專家提出，對(duì)一個(gè)網(wǎng)絡(luò)零售商的信任是具體體現(xiàn)在消費(fèi)者自愿接受一項(xiàng)基于對(duì)電子零售商未來(lái)行為有良好期望的在線交易之上。通過(guò)評(píng)估一方過(guò)去的行為以及跟蹤其行為，該方的未來(lái)行為可以被預(yù)測(cè)并建立起對(duì)其的信任水平，這樣，消費(fèi)者可以通過(guò)對(duì)網(wǎng)絡(luò)零售商的信任水平?jīng)Q定是否進(jìn)行購(gòu)買。本文中，可與目前電子商務(wù)系統(tǒng)合作的第三方擔(dān)保機(jī)構(gòu)被派上用場(chǎng)。通過(guò)跟蹤網(wǎng)絡(luò)零售商的活動(dòng)記錄，收集消費(fèi)者的經(jīng)歷和評(píng)論，該計(jì)算模型能夠評(píng)估消費(fèi)者建立對(duì)不熟悉網(wǎng)絡(luò)零售商的信任水平。更多細(xì)節(jié)在第四節(jié)將被描述。3中國(guó)發(fā)展電子商務(wù)的挑戰(zhàn)中國(guó)的電子商務(wù)市場(chǎng)無(wú)可否認(rèn)具有巨大潛力