An Empirical Study On Consumer Trust In Chinese C2C Internet Purchase

Chinese C2C market is expanding rapidly with prosperous future. Trust is the biggest problem C2C website has to face since it is born. C2C pattern traits magnified consumers' perceived dealing risk in virtual environment. Research about psychologically building consumer trust for internet platform is of great practical significance.Domestic research about e-business trust is started very late, among which there is very few integrating theoretical model and empirical support together. Based on trust research from sociology and psychology, with the consideration of C2C pattern traits and consumer psychological characteristics in internet purchasing, the consumer trust model is constructed mainly from a new perspective of consumer perception with the frame referring to theory of reasoned action. The needed data is collected by questionnaires mainly from campus students and enterprise employees in Beijing Area. The data analysis result supports most of hypotheses, based on which some useful conclusions come into being, such as comfortable function design as consumer perceived website quality factors and logistics service as consumer perceived order fulfillment factors are positively related to consumer trust attitude etc.. Accordingly, managerial advice such as enhancing consumer online pleasing experience by reducing program downloading request and forcing advertisement in function design, improving order fulfillment quality and consumer confidence by providing logistic interface service is given to C2C operators with the expectation of building up consumer trust to boost C2C rapid development.