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：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。虽然在中国科技和社会诚信已经得到了较好的发展，但是电子商务相对来说比较新奇，在商业行业内并没有被很多人接受。建立诚信体系已经被当作电子商务的主要任务。在这篇文章中，我们会建立一种可提高消费者、零售商和政府部门信任关系的计算模型，此模型考虑多项因素，包括直接经验、客户的建议和权威认证，而涉及电子商务活动的各方可以信心十足地建立和可靠地提高可信度。关键词：信任；电子商务；信任建立；计算模型；中国商务电子商务；电子商务立法1绪论“随着互联网技术的快速发展，信息交换和开展商务的方式已经完全发生改变”。作为一种开展商务的新方式，电子商务正越来越多地影响、改变甚至替换传统商务模式。人民正在以前所未有的态度逐渐接受和使用电子商务。毫无疑问，很多建立在室内的B2B、B2C和C2C模式的网络应用，正在对全球经济产生深刻的影响。但是大部分电子商务的发展最主要是在少数几个国家，尤其是美国、日本和其它一些欧洲国家。随着中国九十年代后期互联网的普遍应用，在接下来的许多年里出现了各种应用，激励着成千上万怀着一夜致富的梦想的年轻人在网上建立他们自己的事业。近年来，全世界互联网用户的增长量有多达70%的来自中国。但是，在电子商务的发展方面，中国和发达国家仍然存在差距。随着互联网的不断普及和互联网技术的不断发展，电子商务的发展才仅仅做了一个印象深刻的开始。阻碍中国电子商务发展的原因可归结为很多问题和障碍。有些问题比如支付方式、配送问题和安全问题已经稍微缓解，不幸的是消费者对网络零售商信任的缺失已经被当作未来长时间内需要克服的最大障碍。在本文中，我们将会分析中国发展电子商务面临的挑战，并且建立一种与当前电子商务系统兼容的模式，作为巩固诚信度的一种方式。本篇论文分为6节，第2节介绍了当前电子商务的现状，第3节简要的回顾了发展电子商务面临的挑战，并且检查作为阻碍中国当前发展电子商务最大障碍的“诚信问题”。在第4节中，我们提出了一种可以处理诚信问题的计算模型。第5节讨论了如何应用这一模型提升诚信度，并且在第6节中给出了一个案例。第7节通过讨论在各电子商务用户之间巩固信任度的未来方向总结了该篇论文。2中国电子商务现状2.1电子商务问题信作一直是中国大部分电子商务公司最关心的问题。一方面，人们对在网络上开展商务印象深刻，但另一方面他们仍然担心广泛地使用电子商务这一方式。因此，在网络零售商通过吸引顾客来他们网络商店购物的利益和顾客对他们这些活动的信任之间出现了鸿沟。尽管如此，研究者发现信任问题不仅仅是技术问题，更多地是由各种原因引起的社会问题。首先是历史原因，人们对其它人缺乏信心，因此一开始要建立对他人的信任是很难的。第二，商业法律和规章不能完全保护顾客的商人的权益。因此当电子商务用户与不熟悉方进行交流时，缺乏信心去承担风险。第三，中国的信任体系和支付系统还不够强大，不能处理复杂的电子商务交易，因此在线欺诈行为可能发生并且损害消费者的利益。最后，能够增加消费者信心的网络安全和加密技术还处于发展之中。由于上述问题，电子商务专家们普遍认为，制约中国电子商务发展的瓶颈正是信任问题。2.2 中国电子商务的发展机遇2005年，中国电子商务经历了B2C市场的发展高潮。随着信任问题被逐渐接受，许多零售商正在尝试各种信托建设的战略，建立对电子零售商的可信性。在电子商务用户之间建立信任体系是一项长期的过程。从长远看，除了加强教育和培训外，我们可以借助技术手段去加强消费者对不熟悉电子零售商的信任。一种有效的方法是使第三方担保机构参与进来，协助他们在电子商务交易过程中获得触手可及的信任感。这样，只要同意满足第三方担保人提供的标准，商家就既可以使用担保人的认证技术，也可以和担保人的认证程序进行绑定，在担保人处获得注册并且允许在他们的网站上展示认证标志和担保印章。消费者可以披露在担保人处验证良好的商家以及与该商家有关的商业活动和历史行为。一些专家提出，对一个网络零售商的信任是具体体现在消费者自愿接受一项基于对电子零售商未来行为有良好期望的在线交易之上。通过评估一方过去的行为以及跟踪其行为，该方的未来行为可以被预测并建立起对其的信任水平，这样，消费者可以通过对网络零售商的信任水平决定是否进行购买。本文中，可与目前电子商务系统合作的第三方担保机构被派上用场。通过跟踪网络零售商的活动记录，收集消费者的经历和评论，该计算模型能够评估消费者建立对不熟悉网络零售商的信任水平。更多细节在第四节将被描述。3中国发展电子商务的挑战中国的电子商务市场无可否认具有巨大潜力