| In recent years, China's online trading market showed continued rapid upward trend, online trading accounted more and more for the proportion of total retail sales of our society, among which the largest proportion is C2C online transactions. In order to promote the further development of China's C2C online transactions, researching of China's C2C online market is particularly important. As the anonymity, information asymmetry and other characterizes, online transactions has more problems than offline transactions. In this regard, many C2C shopping sites take measures to safeguard the successful completion of the transaction, such as reputation mechanisms, assurance mechanism. This paper will do research on the basis of Taobao, and will analysis consumer buying behavior in C2C markets, and verify the influence of reputation and assurance mechanism through the observation of reality transactions and analysis of the data which is collected from the real transactions.Through the analysis of the collected transaction data, I found that reputation and assurance mechanism have a positive effect for consumers' attitude, intention and purchasing behaviors. And assurance mechanism impacts consumers' purchase behavior more than the reputation mechanism. During consumers' C2C transactions, they used to put the goods which they liked into the favorites, and then purchase the goods from the favorites.I also explored the difference of the same assurance between branded and non-branded goods by analysis the transaction dates of branded phone and non-branded phone. I found whether to participate in "accurately described", "seven returned", "thirty days maintenance" assurances were significantly affected the consumers'purchase attitude, intention and behavior of the two kinds of goods. Compared to branded goods, when consumer to buy non-branded goods, is more concerned about a "thirty days maintenance" assurance, followed by concern about whether the seller to provide "seven returned" assurance. |
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