Analysis And Measuring Of The Factors Making Trust C2C Mobile Commerce Based On Taobao Consumers

For a long time the issue of trust that affects the development of e-commerce in China is not completely resolved, and how to further enhance the trust of the users of e-commerce is still facing a major problem. To improve the trust of the users of e-commerce, we must first allow customers to know e-commerce is to be believed under what circumstances. This is actually related to the evaluation of e-commerce trust. As a model of e-commerce, C2C mobile e-commerce industry occupies an important position. If we establish C2C mobile e-commerce trust evaluation system, and use it to judge the trust of the C2C mobile e-commerce participants, it will promote C2C mobile e-commerce further developments.With the promoting of domestic 4G network technology and the popularization of smart phone and tablet PC, to meet the people demand for mobile business activities, prompting enterprises to develop e-commerce from the traditional e-commerce to mobile e-commerce. This paper at home and abroad to traditional C2C e-commerce trust influence factors of premise, the influence factors of consumer trust on traditional C2C e-commerce are summarized, is presented in this paper can be used to influence factors of C2C mobile e-commerce trust. In addition, plus mobile electronic commerce special mobile network factors to study.Just like the problems encountered with traditional e-commerce in developing,buyers and sellers of information asymmetry and virtual anonymity of online transactions, which restrict the development of mobile e-commerce. There have been many results for the study of factors affecting consumer trust in E-commerce by domestic and foreign scholars. Since the development of mobile e-commerce in the hot state, scholars’ research in factors affecting consumer trust in e-commerce has become a new hotspot.To create a C2C e-commerce trust evaluation system,we should first understand the factors affecting e-commerce trust. There are many factors that affect e-commerce trust,and some of these factors play a major role in the buying behavior of Internet users, some factors may plays a secondary role. Therefore, we must find the main factors or the key factors affecting Internet users shopping in order to determine an objective evaluation criteria, Only in this way,we can take measures to enhance consumer trust.This study selects Taobao mobile phone users as the research object, after summarizing the results of previous studies, proposing my view of factors affecting consumer trust in e-commerce. Mainly including five aspects:consumer self factor(natural trust tendency and shopping experience),the store’s own factors(the store reputation and interpersonal communication),website factor(website reputation and third party certification),mobile terminal network factor(mobile terminal and mobile client),mobile network factor. On this basis, I build the model of customers’ of Taobao trust in C2C mobile commerce. Reliability analysis and validity analysis of data collected by questionnaire for Taobao users. At last use structure equation method to analyze the date, the results show that shopping experience, store’s reputation, website reputation, third party certification, mobile terminal, mobile client and mobile network,these seven factors will react on customers’ trust.Finally, summarize the research results, put forward my own suggestions. I hope that the study would make a little contribution for the development of mobile e-commerce.