Building trust online is proposed as solution to consumers ' privacy concerns. Drawin from relationship marketing and social exchange theory this study examined several key mechanisms that ca help increase customers ' trust of e-commerce an decrease privacy concerns. 在线诚信建设作为解决消费者隐私的方法已被提出从关系营销和社会交换理论出发,对几个能够提高消费者对电子商务诚信,解决隐私问题的关键机制进行研究。
Therefore, research on online brand community and the relationship between BC and CPT will of great significance to existing research extension, and it will offer a new efficient way for enterprises to have marketing advantage. 因此,完善网上品牌社区对顾客购买行为倾向的研究对于扩展现有网上品牌社区理论具有重要的意义,同时也为企业通过网上品牌社区来获取竞争优势提供了有效指导。