中文摘要：

通过对精选的88个B2C网站的调查研究,试图分析我国商家对网上信用印章服务的采用行为。我国目前主要有7种网上信用印章服务,分别由政府发起、第三方组织发起或企业发起。调查数据显示：我国商家对7类印章服务的整体采用率较低,而正确采用的比率更低。其错误采用行为主要体现在无链接、链接到其他页面、企业自建证书扫描件等问题上,而提供方目标不明确、程序不规范、评价权威性弱和商家的采用意识差、认识不充分则是其产生的深层原因。为促进网上信用印章服务业的健康发展,政府应制定相应法律法规、扶持印章服务行业,行业协会应加强宣传教育、做好协调工作,印章提供方应明确服务目标、规范工作程序、强化整体素质。

英文摘要：

The paper aims to analyze the online seal program adoption among China＇s businesses through a survey of 88 selected B2C websites.There are seven main online seal programs in China,respectively provided by government offices,or launched by non-beneficial third organizations or private companies.The survey data reveals that the adoption rate of these seven online seal programs is rather low among China＇s online businesses and the correct adoption portion even smaller.The adoption mistakes are usually static seals,wrong hypertexts,self-designed hypertexts,etc,which are caused by unclear goals,nonstandard programs and weak evaluation systems of seals providers,and poor awareness and insufficient recognition of business owners.In order to promote the healthy development of online seal programs,government offices should constitute related laws and regulations to support the industry,non-beneficial organizations need to broaden the publicity and improve the relevant coordination,and seal providers should set clear goals,standardize working procedures,and improve integral quality.