Consumers Continue To Trust The Influencing Factors. C2c E-commerce Research

Currently, online shopping in the rapid increase in the utilization of Internet users, online shopping market growth was evident. However, lower confidence in online transactions become obstacles to the development of online shopping. In short, scholars have trust in e-commerce environment, most studies focused on the B2C field, the rapid development in recent years and has accounted for 89% of online shopping transactions in C2C areas, the trust is still not enough attention. In addition, the current scholars of trust in electronic commerce from a static point of view more. Therefore, this study continued to trust in C2C e-commerce issues, make up the existing C2C e-commerce from a dynamic perspective on the study done by lack of trust. By building in line with China's national conditions of continuing consumer confidence in online shopping model, and for its validation, analysis of the impact of trust in C2C e-commerce factors continue, thus providing a viable seller C2C network proposed development to help them better .This article summarizes the basis of characteristics C2C e-commerce, drawing on the past, consumer confidence on commerce environment studies and integrated the current actual situation, the consumer confidence on the C2C e-commerce seller of factors continue described in four areas: objective factors (including the professional shop image, perceived safety, shop size, reputation and price level), customer response, the last trading experience, relationship marketing measures (including communication links, material rewards and special treatment); will continue into the trust three dimensions: ability to trust, integrity, trust and goodwill trust. On this basis, build research model to investigate the impact of these factors on the ability of ten trust, integrity and trust of trust and goodwill.This study used a questionnaire survey method, a total of 302 valid questionnaires were collected. Questionnaire data analysis showed that consumers continue to trust in C2Ce-commerce impact factors, the impact on the ability to trust in the order of factors: the image of professional shop, in the past trading experience, reputation, customer response and shop size; on the integrity trust in the order of factors: reputation, perception of safety, experience and customer response to past transactions;of goodwill trust in the order of factors:perceived safety, the last trade experience, customer responsiveness,communication links,material rewards, special treatment and price levels. l.According to the study authors concluded,China C2C e-commerce sellers to provide marketing strategy advice.