| 2005, an epoch in e- business, marked that e-business has went through the 5 years' troughs and embark on a new journey. C2C website, as a new force in the contemporary e-business, depicts a bright future, and is also faced with some problems that need urgent solution. Of these, the principal two problems are how to improve C2C online customer confidence, and how to improve online customer maintenance.However, although the home and foreign scholars have more in-depth studies on the traditional commerce trust and locking customers, they seldom work over e-commerce and online customer confidence. Additionally, C2C e-commerce is a very complicated new phenomena, so people learn quite few about C2C e-commerce online trust, and locking customers, even about C2C website itself. Issues, such as the effects of locked-in mechanism and the impact on the confidence of the customer, are still not clearly recognized. Therefore, through empirical studies this paper aim at clarifying the pros and cons for existing customers locked-in mechanism used in C2C website, and identifying the relation between locked-in mechanisms, locked-in results and the customer trust.To achieve the purpose of the study, the paper first make contrast study on the literature about traditional trust vs. online trust, and traditional locked-in vs. online locked-in. Based on the study, online trust and online locked-in are classified and their relation is preliminarily recognized, which shapes the blueprint for this thesis. Through the in-depth interview study of website trust and locked-in status of Taobao website customer, the conceive of the study is partially verified and the combination of locked-in mechanism of current C2C website is unveiled. Based on the interview study and combined with the research result of predecessors, the questionnaire is designed for TaoBao online customers. So, In the latter part of this thesis, by statistical analysis of data obtained from the questionnaire investigation, and empirical study of online trust and online locked-in of C2C website, the conclusions are the sequence of usually used locked-in mechanism and the relation among locked-in mechanisam, results and customer trust, which is the purpose of this thesis.The conclusions are as below in detail: â‘ it is verified that theory of the structure dimensions on traditional trust by L.L.Cummings&Philip Bromiley and the theory of division of dimensions on traditional locked-in by Burnham, Frel&Mahajian can equally be applicable to C2C online customers ; â‘¡ the sequence of C2Ce-commerce websites common locked-in mechanisms is as below: Virtual Community "learning effect" loyalty program"credit ratings; â‘¢ emotional C2C online-locked-in mechanism is superior to the material type locked-in mechanism on the customers trust and locked-in. â‘£ the locked-in mechanism with effects on online trust significantly excels the one without effects on trust.through the active exploration of C2C, the emerging field of e-commerce, and the building of the model for locked-in effect of C2C online locked-in mechanism based on trust, the study demonstrates the relation among locked-in mechanism, results and customer trust and provides beneficial reference and groundwork for the study of future online trust and online locked-in. |
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