Analysis And Study On The Factors' Impact Of Consumer Trust In C2C

Along with the popularity of online consumption and the growing improvement of computer technology and related support industries, e-commerce has become an emerging business model which widely penetrates into people's lives. In recent years, trading capacity and transaction volume in C2C e-commerce market are showing momentum for a rapid development. However, with the deep application of e-business models, hidden issues are becoming increasingly apparent. As the anonymity and virtual nature of online trading environment, trust has become a bottleneck restricting the rapid development of e-commerce. Therefore, how to enhance consumer's online trust has become a common focus of business and academic.Based on the domestic and international related research, this paper, summarizes factors affecting the consumer trust as the following four areas:consumer-perceiving network system factor, consumer- perceiving network platform factor, merchant reputation as well as merchant communication. At the same time, the online trust faith is divided into credibility trust and benevolence trust. Then, personal trust orientation is introduced as a conditioning factor to examine the impact of above factors both on credibility trust and goodwill trust.In this study, empirical research methodology is conducted, questionnaire is used to collect data and SPSS is used to test model and hypotheses. At last, this paper gets the following analysis results:Firstly, in C2C e-commerce, user's trust is mainly influenced by consumer-perceiving network system factor, consumer-perceiving network platform factor, merchant reputation and merchant communication.Secondly, the two dimensions of online trust faith is influenced by the above four factors on different levels, but not by the personal trust orientation.Then, the further trust related behavioral is impacted by online trust faith.Finally, advice is bright forward to the site operators and sellers.