| C2C transaction originated from eBay in U.S. in 1995.It seems that few competitors may exceed eBay in the New Millennium, while three years have seen Taobao outdoes eBay and becomes the largest C2C transactor in china.Despite a rapid development of C2C transaction and growing proportion of online shopping, online commerce accounts for less than 1% in the gross sales of national consumer goods. It is largely due to consumer's concerns over C2C credit and safety. Therefore, solving this bottleneck problem becomes the top priority.At the beginning, the thesis analyses means of C2C transaction and brings forward solution for credit and safety problem caused by transaction organization and asymmetric information. By analyzing features of C2C transaction organization and transaction mode, it discusses on role of transaction media, which effectively hedge risks of adverse selection and moral hazard. Citing Taobao as an example of virtual market, the author also research on its effective ways for safe transaction. Taobao has established authentication and Alipay system to reduce transaction risks, virtual community and Aliwangwang system for C2C communication .it has set up credit evaluation system to increase consumer confidence, turning one-short game to repeated game and maintaining transaction continuity .All these measures have effectively answered the questions of credit and safety resulting from transaction organization and asymmetric information. The author conclude that multiple and convenient transaction mode may meet consumers demands to the greatest extent, improving on C2C transaction mode serves as good solution for credit and safety ,and innovation and reform on C2C transaction mode tells C2C development potential .The essay illustrates theoretical base for C2C transaction mode, presents options to improve transaction environment and beneficial attempts on innovation, and puts forward measures for better transaction guarantee and useful attempts to set up social credit system. |
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