The trust principles: The guidance of trust creation in e-commerce

E-commerce is developing very fast and has achieved remarkable achievement in China. However, a series of ethical issues especially true crisis occur in e-commerce development. And trust issue is the biggest concern in e-commerce. For the long term, creating the integrity image for transaction parties is an important approach for keeping e-commerce developing healthily in China. The paper discusses the trust issue and uses the Trust Principles to analyze the trust situation in Chinese e-commerce. As the result, the paper proposes some suggestions and solutions to address the trust crisis in e-commerce.