| C2C has played more and more important role in consume in our country. The Annual Inspection Report on Chinese E-commerce of 2014, released by i Research, showed that the deal volume in C2 C, playing a leading part in Taobao, was over 1.19 trillion, accounting for 64.9% of online shopping sale volume. With the development of e-commerce, its shortcomings appear gradually, among which mistrust becomes more and more serious. After studying researches related to the third-party service, it can be concluded that researchers hold different opinions on the influence on purchasing intention by the third-party service. Therefore, based on studies on the mechanism of third-party signs and related literature, the signs can be divided into signs of security, public service signs and paying signs. And the construct, with consumers’ trust as variable, is set for the research. Besides, Richter scale is applied to collect data that will be analyzed by Structural Equotation Modeling(SEM). To ensure persuasive and accurate data, a webspider is developed to work out data from sellers and do regression analysis with Tobit module to get data. Finally, based on the data analysis by SEM and that on completed deal online, the following conclusions are drawn. First of all, signs of security and paying signs, instead of public service signs, have a positive influence on purchasing intention. Secondly, purchasing intention can be deeply influenced by customers’ trust. In addition, trust from customers do a little to the influence of public service signs on purchasing intention. However, the situation will be different in signs of security and paying.In the following part, some suggestions are given to. Firstly, compared with public service signs, signs of security and paying are suggested to be used by sellers of Taobao. The second advice goes to C2 C providers that they should develop and consummate signs of security and paying, and they are supposed to promote and simplify public service signs. |
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