An Empirical Research Model On Consumer Trust Of C2C Online Trading

The rapid progress of Internet has made a great contribution on online trading scale of China. As a trading platform, Taobao.com not only provides a lucrative place for sellers, but also creates a new shopping world for buyers.The enormous increase of online trading scale results from two aspects:The first one lies in the variety of supply. More and more traditional enterprises begin to start online trading, either as a supplier of online shops, or owning a shop by themselves. And the second part comes from the variety of demand, because online shopping saves both money and time.With the rapid progress of online trading, safety and trust become the hot points in online shopping of C2C. For example, payment risks rise when you pay, Buying risks come out because you are unable to touch the items or you cannot return them when you are not satisfied. As a result, how to lower the risks and enhance the trust in online trading become much more important.Based on the previous studies on C2C online trading trust, this paper uses eight variables—integrity, ability, communication, response, efficiency, customization, consumer evaluation and consumer trust, to study the interrelationship between those variables and C2C online consumer trust. Among those variables, consumer evaluation is a new one, which comes from the trading platform. Consumer evaluation is widely used in those trading platform as a way for customers evaluating the online suppliers and their items. The evaluation of consumers usually plays a more influential role in deciding whether to buy or not. Therefore, consumer evaluation is the most important variable in this study.The whole paper includes six parts. The first two parts give a introduction of the background, research purpose, methods and research status at home and aboard. The body content consists of three parts. The first one is the model of consumer trust., which gives a descriptive statistics of the questionnaire. The second part studies the influence between the variable by AMOS7.0 and SPSS 17.0, Such as Data sorting, reliability and validity inspection. The last one is the conclusion and suggestion. In this part, the paper gives a conclusion of the C2C online consumer trust model after the study in part three to part five. Also, creative suggestions will be given in enhancing consumer trust in online trading, especially on the variable of consumer evaluation.