A Study On The Effect Of Seller’s Reputation On Consumer Purchase Intention In C2C Transaction

As an important mode of E-commerce, C2C e-commerce has become a popular trade mode to Chinese consumers. The www.taobao.com has achieved amazing development since2003established which had taken up96.4%marketplace in2012. Reputation becomes increasingly importmant for consumer purchase behaviour and influence the quickly development of interment transaction. Businessmen as well as the scholars in this field have been considering how sellers’ reputation affects consumer purchase intention. This research has some certain theoretical and realistic significance by selecting this subject.This paper reviews previous research and combines case study in www.taobao.com, www.eachnet.com, www.paipai.com online reputation feedback system which their marketplace occupied the China C2C market the top three to build theoretical model. The paper takes seller’s reputation as explaining variable, the consumer perceived trust as intermediary variables and customer purchase intention as the explained variable. Define and classify variables:the seller’s reputation is classified into three dimensions, namely member’s cumulative credit, shop dynamic scoring, online customer review; the consumer perceived trust is classified into three dimensions, namely benevolence, integrity, competence. Put forward corresponding hypothesis based on this theoretical basis.The study hopes to disclose how the website of taobao online reputation feedback system affects on customer’s purchase intention. Design questionnaire on the combination of related theory and taobao online reputation feedback system to survey taobao member’s cloth transaction. Test the questionnaire’s validity and reliability through little scale research, and then make according relevant modifaction. The large scale research via the website"www.sojump.com"and collect321serviceable questionnaires. Analyze the collected data via the SPSS19.0; the conclusion of this paper is as follows:Seller’s reputation has a positive effect on consumer purchase intention; the consumer online reviews impact consumer perceived trust more than members cumulative credit、shop dynamic scoring; the reputation can raise consumer perceived trust, fortify their purchase intention.The paper put forward some advices for the C2C trading platform and the sellers. Building a effective online reputation feedback system is regard as the vital factor to establish the consumer perceived trust by reason of the trust in website will influence the trust in sellers. Only provide the appropriate goods and service, the sellers can improve theirselves reputation. Also they should take attention to the role of online consumer review in achieving deal.The innovation of this paper is in the exploration on how sellers reputation affects purchase intention; combine credit score and consumer online reviews to measure seller’s reputation; take trust as reputation transfer mechanism to sort out relations between variables. The study makes some efforts also limitation. In the follow-up study will enlarge the sample size and analyze the differences in reputation mechanism between C2C trading platforms, the differences in reputation mechanism between C2C trading platform and B2C website. Expecting a thorough understanding on "seller’s reputation-consumer perceived trust-purchase intention" is available.