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中文摘要：
以网店声誉为中间变量，讨论了关系营销对B2C电子商务中消费者信任的作用路径。通过实证分析发现关系营销中的沟通策略和关系投资策略均显著影响网店声誉，网店声誉显著影响消费者信任，并且沟通策略和关系投资两个变量对消费者信任的直接影响小于其通过网店声誉对消费者信任的间接影响。
英文摘要：
This paper discusses the influence path of relationship marketing on the transaction trust in e - commerce, with the net - shop reputation used as intermediate variable. The result shows that the communication and relationship investment in relationship marketing affect the net - shop reputation significantly, and net - shop reputation affects the network trust. Furthermore, the direct influence of communication and relationship investment on trust is less than the indirect influence of reputation on trust.
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