The Study Of The Model Of Trust Factors Based On The Analysis Of C2C E-commerce

With the rapid popularization of the Internet and e-commerce booming, more and more people shopping online on the network, and the C2C e-commerce types of transactions is developing most quickly. But the issue of consumer trust in C2C e-commerce gradually reveal in the course of development of C2C e-commerce, as one of the main problems which is a constraint to the development of C2C e-commerce. This paper analyzes the factors of consumer trust so as to target to make recommendations to promote the development of C2C e-commerce.This paper summarizes the relevant literature reviewed in the trust, e-commerce trust, trust model, Trust factors and other factors, extracts eight factors: C2C e-commerce site's reputation, the site's network technology advantage, information features, the use of convenience of webs or networks, consumers for their quality and knowledge of C2C e-commerce sites, effective third-party and consumer experience of online transactions. Then this paper makes some college students as a sample. Through a questionnaire, this paper investigates the factors affecting consumer confidence on C2C e-commerce, then uses SPSS statistical software to conduct the survey results and analyzes data. After data analysis, this paper extracts 5 affect consumer confidence factors on the site and sellers: store image, C2C e-commerce site's reputation, effective third-party, the experience of the consumer online transactions and website and store information. Last part modifies trust model and explains the new model, then this paper proposes a mechanism to establish trust in electronic commerce from the 5 aspects of the trust including legal constraints, market and industry regulations, third-party certification, third party guarantees and trust evaluation.Through theoretical and empirical analysis, this paper draws the following conclusions: the main factors affecting consumer trust in C2C e-commerce are store image, C2C e-commerce site's reputation, the effectiveness of third-party, consumer experience and the information on sites and store. Finally, on the basis of empirical research, this paper gives corresponding recommendations to the C2C e-commerce site operators and the sellers, and advices to propose confidence-building mechanism.