Based On Institutional Trust In C2c E-commerce Trust Study

The customer trust crisis of transaction on line shows itself and become one ofhindrances when C2C E-commerce developing quickly. More and more scholars andcorporations pay attention on this problem and research on how to build consumertrust online today.The aim of the research is to build up an online trust conception model toanalyze relations of conceptions, such as institution-based trust, trust beliefs and trustintentions. Finally this paper affords the orientation advice for practical experience ofC2C web site and the next research.At first the paper summarizes almost all of trust theoretic harvests inenvironments of tradition and E-commerce. Furthermore, the paper emphasize thedefinition, functions, characteristics and particularity of E-commerce trust, and thenthe paper talks about the evolvement of E-commerce trust model designed byprevious researchers.Next, the paper provides a conception model of institution-based trust accordingthe actuality of nation online auction marketplaces. Escrows, reputation estimate,identity authentication and feedback mechanisms affect consumer online trust in themodel as four primary transaction management measures.At last, the paper demonstrates the causality model by the Structural EquationModeling and the dates collected in designed investigation. The result shows that themodel accord with actuality and transaction management mechanisms implementedby C2C web sites presently has significant and positive influence to institution trust;Furthermore, the paper designs a valid causality conception model for trust formationresearch in C2C E-commerce environment. Researching from institution-based trust isa novelty and peculiar visual angle for online trust research and affords the oreticalbasis and practical experience for the next research.