Influencing Factors Of User Trust In C2c Online Auction

Along with the popularization of online consumption and melioration of the infrastructure, online shopping as a newly consumer attitudes is accepting by the consumer. As one of the mode for E-commerce, C2C online auction is growing with a high speed all over the world. In Mainland China, the share of C2C market is also growing year by year. However, most of issues are unfolding with the E-commerce evolution. And trust is one of the key factors for E-commerce success. So, trust issue in C2C market is quite important.Such C2C transactions are not dyadic, but triadic in nature including the buyer and seller as the consumer and the auction website as the market organizer. This thesis has studied the trust relationships with between the buyer and seller and the consumer and auction website basing on the previous researches on E-commerce trust. There are two types of trust in C2C market. The interpersonal trust is focusing on the buyer and seller. And the institutional trust is focusing on the consumer and website.This thesis has built the model for the antecedents of interpersonal trust and institutional trust and the moderating effect of the trust propensity basing on the relating literatures. Empirical research methodology is conducted in this study. Questionnaire is used to data collection and SPSS is used to data analysis and hypotheses testing. The analysis results as following:a. Considering the interpersonal trust, its antecedents including competence, benevolence, integrity, reputation and disposition to trust is positive.b. Considering the institutional trust, its antecedents including structural assurance, situational normality, signal and disposition to trust is positive.c. The moderating effect from disposition to trust is insignificant.