Study On Factors Affecting Consumer Trust In C2C E-commerce

Economic development and social progress have made computer technology developingrapidly. As a new business model, E-commerce is more and more recognized and loved, andbecomes a mainstream trading pattern in modern society. Among it, C2C e-commercebecomes the main transactions because of the proportion its three-quarters of the volume oftransactions. C2C (Consumer to Consumer) e-commerce is a double-edged sword, bring hugeeconomic benefits to the community, businesses, and can also reducing costs as much aspossible for consumers, however, in network fraud rampant today, E-commerce trust issueswill change the harm, and impact the self-interest of businesses, consumers seriously tobecome the key factors that hinder the development of e-commerce. Therefore, exploringfactors affecting consumer trust in C2C e-commerce to improve consumer confidence isbecoming the top priority of the business community and academia.In this paper, through case studies explored the impact of factors on consumer trust inC2C e-commerce. C2C e-commerce features, selected on the basis of the relevant literatureresearch,"Consumer personal factors","Merchant Factors","Site factors" and "Third-partyfactor" of four main factors as the impact on consumer trust the antecedent and established aresearch model, and multi-case analysis to these four main factors. How to effectively reducethe potential risks posed by asymmetric information, increasing consumer trust, in order toimprove the level of consumer trust to provide guidance, directional suggestions, plays animportant role in promoting the further development of C2C e-commerce. This article aims toexplore the C2C e-commerce consumer trust factors, and propose targeted improvementmeasures, thereby promoting consumer trust mechanism to promote C2C e-commercedevelopment has important practical significance.