Research On The Influencing Factors Of Trust In C2C Online Auctions

With the rapid development of e-commerce, C2C online auction model rapid rise allover the world in recent years, the market share and trading volume of C2C online auctionare also rapidly increasing in China. However, C2C online auction faced with a prominentproblem since born, namely the issue of trust, the main reason for restricting thedevelopment of online auction is lack of trust. At present, our country has not yetestablished a comprehensive system of personal credit, trust of bidders is generally low, andhow to create and enhance the trust of bidders has become a serious problem. So far,domestic and foreign scholars rarely study the influencing factors of bidder’s trust in thefield of C2C online auction, and the existing studies tend to examine only one phase of thetrust, less to examine the dynamic evolution of trust. This paper attempts to study theinfluencing factors of bidder’s trust based on the auction process in C2C online auctions，and hope to make up for the lack of existing research.This paper firstly introduces the theory of process-based trust, then, constructedrespectively trust model of pre-auction, trust model of auction and trust model ofpost-auction under the support of related discipline theory. Collecting data fromquestionnaire survey, then do Exploratory Factor Analysis and Confirmatory FactorAnalysis, we used the structural equation modeling to verify the given hypotheses. Throughthe empirical research, results show that: In pre-auction stage, bidder’s trust tendency,Perceptive auctioneer’s reputation, Perceptive the security of auction site and Perceive theusefulness of auction site have a significant influence to the initial trust. In during auctionstage, Perceived effectiveness of auction site, Perceived effectiveness of online escrowservice, Perceived effectiveness of Evaluation System and Perceived effectiveness ofinteractive communication significantly affect the trust of auctioneer; Perceived fairness ofauction rules has no significant effect on the trust of auctioneer. In post-auction stage,Perceived service quality significantly affect Perceived Expectancy Disconfirmation,Satisfaction and trust attitude; Perceived reputation of auction site also significantly affectthe trust attitude, but Perceived privacy protection has no significant effect on the trustattitude.