线上信任研究综述

his article aims to explore the theoretical framework of online trust. In recent years, with the rapid development of Internet technology, e-commerce has stepped into the golden period. As online trading, because of the risk and uncertainty, trust has become a key factor for the success of the trade. Online trust is the development of traditional trust, many scholars and experts studied on online trust, but due to the complexity of trust, factors influencing trust diversed under different contexts, there is still no authoritative online trust factors' theoretical framework. Understanding consumer trust is the source of trust-building in customer relationship. this article attempts to comb the concept of trust and online trust, and to create a trust factors' theoretical framework.