An Empirical Research On The Influence Factors Of Initial Trust In C2C Electronic Commerce

Mutual trust is the foundation of all transactions. In an open, virtual environment, both sides of the internet transactions need to take more risks. It can be said, trust is the key to the success of e-commerce. For a long time, Most research in e-business are concentrated in B2C area. Most research in e-business are concentrated in B2C area. But C2C area which is developing rapidly and accounted for three quarters of the online shopping transactions still lack attention. Different from consumers under B2C environment,C2C consumers make online shopping decisions significantly. At the same time, study of e-commerce trust are mostly based on the consumers' experience. If a consumer has no online shopping experience, experience can not help him make the first purchase decision. Because China's online shopping penetration rate has been at a relatively low level and the majority of Internet users have no online shopping experience, so research in the initial trust is very urgent.Based on the characteristics of e-commerce and conclusion of the past research related to the trust in e-business, this paper, summarizes the impact factors of C2C consumers' initial trust in the following four areas: network systems factor, C2C platform factor, the initial impression factor, as well as the services factors. At the same time, the initial trust will be divided into capacity trust and goodwill trust. On this basis, a research model is constructed to explore the effects of four factors on the capacity trust and goodwill trust, and the individual tend to trust is introducted as a conditioning variables.Then, a survey is completed and 317 valid questionnaires is collected for the further analyse.Data analysis results showed that the effect of service factors on the C2C consumers' initial trust is biggest, followed by network system factors. While the different tendencies in personal trust and background variables, the C2C consumers' initial trust vary. Finally, based on the conclusions and current situation of China's C2C e-commerce, focusing on how to increase consumer trust in the C2C businesses and thus affecting consumers C2C online shopping decision-making process, same suggestions which contains the government and C2C website platform and the corresponding C2C sellers is proposed.