电子商务环境下消费者信任生命周期研究

本文根据消费者生命周期理论，提出电子商务环境下消费者信任生命周期，将消费者信任生命周期分为三个阶段：初始信任、过程信任、退化信任。并对这三个阶段进行了定义和描述，根据RFM理论和参考消费者购买意愿，消费者购买经历提出消费者分类方法。

A study of the Consumer Trust Life Cycle in E-commerce of China

This article attempts to analyze consumer trust life cycle in E-commerce. According to the consumer life-cycle theory, the consumer＇ s trust is classified into throe categories primary trust,progressing trust ,degraded trust .The author has taken the RFM as the theoretical basis, and the experience on the e-commerce and the willingness to doing shopping on the internet as the reference to do the classifications.