Study On C2C Online Consumer Trust

Because of the convenience, cross-regional and price advantage, C2C online consumption develops rapidly in China. However, the virtual, remote and indirect attributions of the communication during online transaction make trust to be an important role in online consumption.In this way, this study hopes to research the mechanism of consumer trust and how trust can influence buy intention in the context of C2C. Through the study on microscopic mechanism of trust, we hope to help the C2C market participants to take effective measures to enhance consumer trust on online shopping, we also hope to promote the research on C2C online consumption trust.First of all, based on literature review and the Chinese cultural background, combining TAM, trust, perceived risk and reputation, we proposed a comprehensive theoretical framework including the mechanism and influence of C2C online consumer trust.Secondly, according to the features of the C2C online consumer group, we interviewed 16 consumers from Shanghai, Shenzhen and Nanjing, in order to investigate their inner psychological process changes during online purchasing. Then we use these interview materials to test the validity of our theoretical framework. The results showed that reputation has no linear relationship with consumer trust. So we remove the reputation factor from our model.Thirdly, on the basis of previous studies, we define the concept of trust and perceived risk. We measure trust from ability, integrity and benevolence, and measure perceived risk from time, transaction fulfillment, privacy exposure, finance and overall risk. After surveyed 260 college students and MBA students, through the method of structural equation model, we use SPSS 17 and AMOS 18 to testify our theoretical model and hypothesis. The results confirmed the following hypothesis: Perceived easy of use and perceived usefulness had moderate positive influence on both attitude and online consumer trust respectively. Perceived risk had moderate negative influence on both attitude and online consumer trust. Attitude and online consumer trust have moderate positive influence on buying intention.Finally, based on the above analysis, this study proposed several advices about how to build trust and develop the C2C market. (1)For the operators of C2C website, enhancing the security through technology, preventing the leak of consumer's privacy, increasing the punishment on illegal C2C vendors, building their own logistics channels can effectively promote consumer trust. After recovering the consumer trust, C2C website operators also can stimulate actual purchasing behavior through the following measures:improving the search function on website, re-designing the website according to the principles of ergonomics to improve the easy of use, advertising the positive effect of C2C consumption. (2)For the C2C vendors, providing product with good quality, performing the transaction strictly, never cheating the consumers and improve their service level are effective ways to enhance consumer trust. After re-gaining consumer trust, C2C vendors also can open experience shops in reality and set return clause to reduce perceived risk. Furthermore, C2C vendors can sell novelty products and advertise them in a new way to attract consumer, in order to improve the consumers' attitude and make them to purchase.