Comparative Study On Effects Of C2C Online Transaction Disputes On Rating Results In China

As an emerging form of electronic commerce transaction, C2C online auction has gained its popularity within individual seller and buyer due to its advantages of time limitlessness, lower cost and higher efficiency. However, fast growing disputes in C2C-trading has became a major part of online disputes, which has restricted the development of C2C e-commerce. In order to reduce the information unsymmetry, many C2C auction websites have adopted the Online-Reputation-System (ORS). The reputation of sellers is an important factor that impact the success of C2C e-commerce, and the buyer satisfaction is the direct factors influencing rating outcome. It is a valuable research on comparing the effects of C2C auction disputes on rating result as well as its cause and types in transactions of different types of goods, which can provide usefull suggestion to C2C websites and individual online sellers. in this study, the investigation will conducted from both theory and empirical analysis.In this study, the traditional act of the customer complained, customer satisfaction as the starting point of theory, combined with electronic word-of-mouth, customer satisfaction research network and the current domestic C2C online auction platform for the evaluation of the credibility of the system model, the type of transaction C2C disputes to affect the results of the evaluation due to the model. We collect transaction disputes sample on China's typical C2C auction site– TaoBao. Base on the CNNIC's latest data and previous literature,according to the data collected, four major C2C trade disputes is divided into 14 small groups.This paper do empirical research applying data mining to compare the association rules between disputes type and the result buyer's rating in transactions of different types of goods. We also try to find out whether and how the price, rate of non-positive rating given by buyers, characteristic of buyer's identity,buyer's credit score and seller's credit score impact the evaluation results.The results show that in transactions of different types of goods, between the disputes type and rating results, there are different association rules and different moderating variable;In transactions of mobile phone, take place any single issue of goods or after service arise, except commodity price problem, most buyers will give the seller "negative"; and in addition to not get the goods when the time outside, take place any single problem of communication or receiving speed, most buyers will give the seller "neutral"; in addition to composite of product quality and communication effectiveness problem,any hybrid type of disputes will cause most buyers give the seller "negative". buyer credit value on the evaluation results have a significant effect, the buyer credit the higher value occurred after a dispute with the types of buyers to sellers more likely to "negative" rather than "neutral"; commodity prices, rate of non-positive rating given by buyers, characteristic of buyer's identity and seller's credit score did not affect the evaluation of the results. In short, with the object compared to previous studies, cell phone, after a dispute types of transactions in the buyer on the seller's ratings tend to be more demanding, especially when the product quality problem occurs. In addition, seller's bad attitude, imperfect after-sales service is very easily lead to disputes such as the buyer to their "negative".Finally, we put forward some suggestion to the C2C website providers and sellers based on conclusions. C2C auction website can create a dispute evaluation reference system, Let the buyers know of how the majority of sellers on history rated the appropriate type of dispute, This allows the transaction record of more objective and fair evaluation, and further promote the transaction. For sellers, understanding what the dispute after a negative evaluation of the consequences of what the dispute is more serious, as far as possible to avoid such disputes. At the same time, a dispute occurred, the seller's attitude is crucial to deal with, the seller should bear the relevant responsibility, good after-sales service, to the rapid increase in credit value. C2C sellers, especially the high price of commodities business seller, should strengthen the focus on product quality problems and continuously improve the quality of the merchandise business. In addition, the seller needs special attention when trade with high credit value buyers, and should avoid all kinds of disputes result in negative feedback received.