The Establishment Of Trust In C2c E-commerce Research

C2C electronic commerce has been developing very fast in recent years in China and a good consequence was got. But the absence of consumers' trust is a main barrier which the C2C electronic commerce meets. The risk of consumers feeling on shopping in C2C transaction platform is bigger than that in the traditional business pattern due to the much more information asymmetric and frequent occurrence of web cheating behavior. Building consumers' trust is crucial to C2C electronic commerce, because trust can release consumers' feeling risk and encourage them to transact on the C2C website. The purpose of this essay is providing theory on how to building consumer's trust in C2C electronic commerce, thus resolve the trust problem in C2C electronic commerce.Literature method and case method are taken in this paper, specifically including: (1) through looking, reading and analyzing literatures, finding out the study situation of building consumers' trust abroad and home, and on basis of it, form the specific study thinking and conceptual model of this paper; (2) Combining the positing model in this paper, analyzing the famous C2C website in China, Taobao website, to specifically discuss how to building consumers' trust in C2C electronic commerce.Some study results are got, including: inducing and organizing prior literatures about C2C electronic commerce, the definition of trust, the classification of trust, the trust antecedents and its outcome, and the trust environment of C2C electronic commerce; from the online trust forming mechanism angel of view, constructing a trust building model of C2C electronic commerce; in the end, in the frame of the model posited in this paper, Taobao website is analyzed to testify the model and discuss the trust building model more specifically.The paper brings forth the following two major new study results: (1) On the basis of online trust forming mechanism theory, constructing a trust building model in the context of C2C electronic commerce. This model posited in this paper is a two dimension model, respectively taking time and trust building subjects as the horizontal and vertical axis, and the trust building subjects are divided into two parts: government agencies and C2C web provider. The trust building process is divided into two stages: initial trust building stage and continuous trust building stage, in different stage, the C2C web provider should take different measures in the important position. In the initial trust building stage, the website quality, familiarity, reputation, third-party recognition and attractive rewards should be put in the important position to build consumers' trust; while in the continuous trust building stage, the website quality, privacy policy, security controls, virtual community and external auditing should be put in the important position to build consumers' trust.(2) Using the model posited in this paper to analyze the Taobao case, concretely demonstrating how to build consumers' trust in C2C electronic commerce. The analysis of Taobao case is main qualitative, not including quantitative analysis. Firstly, analyzing consumers' initial trust building of Taobao through the website quality, familiarity, reputation, third-party recognition and attractive rewards; secondly, analyzing consumers' continuous trust building of Taobao through the website quality, privacy policy, security controls, virtual community and external auditing. From the Taobao case, the author mainly point out its good measures, meanwhile, some deficiencies are also involved. In the end , the author gets a conclusion from Taobao case, that is, although it is difficult to building consumers' trust in C2C electronic commerce, it can be done through series measures and continuously hard works.