中文摘要：

我国网上交易中两种主要的信任机制——信誉积分和保障标记在网上交易中有着非常重要的作用。它们分别从增强消费者预测商家行为的能力和减少消费者的交易风险这两个角度来促进消费者对商家的信任。为了验证这两种机制，通过搜索程序获取了淘宝网上销售诺基亚5800手机的2875个商家的销售数据，其数据分析和验证表明：信誉和部分保障标记不仅对商品的销售有着显著影响，而且它们之间还存在交互作用。而另外一部分保障标记，由于消费者和商家接受的原因，对销售影响不显著。此外，“慈善”标记对销售也有着显著影响，并与“信誉积分”存在强烈的交互作用。

英文摘要：

The two main types of trust mechanisms in China＇s online transactions credit scoring and security tags are playing an important role in online transactions. Both of them are to promote the trust of consumers on merchants from the two angles of increasing the capacity of the consumer to predict the behavior of merchants and reducing the transaction risks of the consumers. In order to verify the two mechanisms, this study analyzes the sales data of 2875 shops selling Nokia mobile phone 5800 on the website of Taobao through the searching engineers. The results show that credit and part of the security tags not only have remarkable impact on sales of commodities but also interact between each other. While other parts of the security tags have less impact on sales because of the acceptance by both the consumers and the merchants. In addition, the ＂Charity＂ tag also has a significant impact on sales, and strongly interacts with the ＂Credit Scoring＂ .