| Former researches show that perceived risk and lacking of trust are the two important obstacles for the development of online shopping. As a manager of the huge virtual retail market, Taobao sets the various transaction regulations or rules, especially an innovative effective "reputation evaluation system" and "regulatory mechanism", but, what's the role of them? Whether all trading rules could affect consumers' shopping decisions? Whether there are differences between the effect of reputation system and regulation machanism on different types of products? These problems have not been research before. Therefore, based on Taobao.com, the study tries to find the relationship between "reputation evaluation system", "regulatory mechanism" and consumer online shopping decisions, combining previous research in the classification of product attributes.Based on the related literature research, the paper firstly proposes the research framework and conceptual model. We think there is close relationship among trust, perceived risk and purchase intention in internet. And the trust could effectively reduce the consumers' perceived risk, thus increasing consumer's online shopping willingness. From aspect of source, we subdivide trust into seller trust and website trust; and perceived risk into product risk and trade risk similarly. Accordingly, we put forward 15 total hypotheses about the relationship among trust, perceived risk, purchase intention and their antecedents. Then, we pretest through Internet questionnaires. After revising the items of questionnaire, we distribute formal questionnaires in the form of Internet and field survey, and eventually collect 233 copies of valid questionnaires. Finally, we test the hypotheses by SPSS 11.5 statistic software with data correlation analysis, regression analysis and independent sample t-test with.The research discusses the effect of existing reputation system and regulation mechanisms of Taobao.com on consumers'trust, perceived risk and online decisions. The results could provide some reference for the improvement of C2C websites, and also has the certain practical significance. |
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