Empirical Research For The Influences On Consumer Trust In C2C Electronic Commerce

With the rapid popularization of the Internet and flourishing development of e-commerce,More and more people start to shopping on the Internet, especially from C2C trade. However,the problem of consumer trust has become one of the main problems hampered the development of C2C.Under this background, this paper carried on the empirical research for the influenceson consumer trust in C2C e-commerce.The paper has reviewed the definition of consumers trust in e-commerce of relevant literature at first, summed up the influences that consumers trust in C2C e-commerce. The new factor that the intensity of contacting with seller has proposed on the basis.A survey with form of the questionnaire which regard university student as samples has benen carried.SPSS12.0 software was used to analyze the census data of the questionnaire. Factor analyze was used to chose and sort out the variable and drawed five factors that influence consumers trust: website's brand reliability,website's safe mechanism,website's information relevance,seller's information relevance,and the intensity of contacting seller. Regression analysis used to select two factors with prominent influence from these 5 influence factors:website's brand reliability and seller's information relevance. Regression analysis also used to get rid of interference result of personal trust tendencies,goods classification,and confirmed seller trustas influences on purchase will. Finally,variance analysis used to probe into separately the influence of"traded experience in the past"to"seller trust"and"purchase will".The conclusion is as following: the influences on consumer trust in C2C e-commerce according to influence degree from great to light is that arrange for website's brand reliability and seller's information relevance.It is positive correlation relation between consumer's trust intensity to seller and consumer's purchase will; Consumer's trust depends on the seller of the auction website and auction website,but consumer's purchase not merely depends on the seller of the auction website and auction website, depend on consumer himself too. Finally, the corresponding suggestions for operator of auction website and seller have been given based on the empirical research result.