A Study On C2C Web Assessment In China Based On EWAM

China's C2C e-commerce (EC) is customer to customer e-business model, whose market size in 2010 is expected to reach 300 billion. Owing the largest market penetration (81.5%) of the C2C EC. Taobao.com's annual turnover gained more than 110%growth rate. So the academic value and practical guidance of this subject has been widely recognized.Although currently there are a lot models assessing C2C EC website, but a comprehensive assessment of China's C2C online shopping site model is rare. Basing on EWAM (Extended Web Assessment Method) and the recently improved model EAWAM (E-auction Web Assessment Model), this paper develops a more comprehensive C2C EC website assessment model.A survey was conducted in the internet combining the methods of convenience sampling and random sampling, which adopted self-administered surveys and indirect interviews method. A total of 353 valid questionnaires were collected. By SPSS, LISREL software, descriptive statistics and confirmatory factor analysis were used to isolate 30 effective items, which finally fitting the model with AMOS software, providing strong supports for this model.The results suggest that users'continuance to use the online shopping is based on customer satisfaction, which is determined by perceived website trust, website functionality, ease of usability and users'attitude towards technology. Among all the factors, perceived website trust plays a much more important role than others. Based on previous studies, the paper adds two additional factors, one is users'attitude toward technology which has significant impact on web site credibility, customer satisfaction and users'intention to continue using the site; another new factor is ease of usability on the web site which has significant effects on functionality and users' satisfaction. Functionality plays an intermediary role during the process of ease of usability impacts on users'sactisfaction.These conclusions have enriched the original evaluation model, and offer constructive suggestion the reality of the C2C EC website.