Trust Between Seller And Buyer In C2C Net Transaction

In recent years, E-commerce has got a rapid development in China, compared with the traditional transactions. Internet transactions obtain more information of buyers through network, to some extent, improve the asymmetric information situation of transaction process. However, the inherent uncertainties and risks of network transactions are difficult to avoid. How to improve the relationship between the two parties of trading and increase the safety and reliability has become a focus of theoretical study. 80s of the last century, foreign scholars have come up with the theory of relationship marketing and the study on trust has growing important. Mutual trust of network transaction process has become an important influencing factor in C2C E-commerce. Systemic theoretical and empirical studies are in the preliminary discussion stage in this regard. The author attempts to determine the impact of C2C network transactions via trust factor.Based on the above background and motivation, the author reviewed the literatures in the second part of this paper. First, to explore the features and performance of the C2C transactions; then followed the literature review of trust which pays attention to the different definition of trust in theory. Mostly the author reviewed the foreign scholars'research results of trust on network transactions.Through the literature review, the study established a trust transaction model from the buyer perspective. The study considered the predecessors, which influence the C2C buyers and sellers from the characteristics and trust tendencies, and trust is set up to the meaning of considering the others worthy of trust and happened the trust intentions. The trust is divided into two dimensions of goodwill and competence, includes the expectations of behavior and intentions. The trust is the moderating variable which links the predecessors and trust intentions in the model. Eight hypotheses were presented according to the model. In order to obtain valid data, the author chose the users who have the experience of internet transaction and set the questionnaires through the forum website. 170 questionnaires were taken back, 152 questionnaires were valid. The scale is designed with reference of the maturity scale which was developed by Zhong yuming(2004). The 5-point Likert-type scale is used in the questionnaires.In the course of data analysis, the author uses SPSS 11.0 software for Windows as a tool to analyze. Firstly,through descriptive statistical analysis,the research gets the distribution of sample and calculates the mean and standard deviation of the variables;Secondly, the investigation is carried out to test the reliability and validity. The author measures reliability of variables by Cronbach 's alpha for guaranteeing the reliability and consistency of data. After principal component factor analysis to extract and factor load values, the results of the analysis show good scale validity. Referred to the validation of the model assumptions, the author examines the correlation analysis of the linear relationship between variables, gets correlation coefficient(R)and then uses gradual multiple linear regression analysis to measure the effect of depending variables on intermediate variables and independing variables.The key factors are found.At last, this study also verifies the intermediate role of trust worthy.Data analysis reveals that the seller's reputation,communication and tend to trust of buyers are positive related to the goodwill and ability of competent in network transactions of C2C,among them, the seller's reputation have the greatest impact; goodwill and ability of competent which are perceived by the buyer are positive related to trust intent of the buyer, among them, goodwill has the greatest impact; The two dimensions of trust worthy(goodwill and ability of competent) act obvious intermediary roles in research modelAccording to the empirical analysis concluded, we proposed: Compared with traditional methods of the transaction, in C2C network transactions, buyers and sellers transmit products. through understanding the information on the network, trust depends on buyers degree of perception. To give sellers confidence, should pay attention to two face: the performance characteristics of the buyers and sellers themselves trust tend. For sellers, buyers trust tend is difficult to control and master, which needs experience through buyers purchase.. Sellers who can change their own characteristics affect confidence, should be improved image and influence,showing good reputation and improve their own professional quality of communication with buyers, To establish an interactive mechanism of inquiries and information to enhance the sense of buyers,sellers should make professional knowledge become the common possession of public information, to improve the asymmetry. In addition sellers can also display goodwill and competence so that the consumers feel of the safety and convenience of transactions. This is also an important factor in t influencing consumer trust.tend. In short, maintaining and enhancing the level of trust between the two sides of network transactions, the seller ought to be controlling factors, efforts to create positive expectations of implementation capacity and implementation outcomes form buys to sells.Meanwhile there is some of limitations in this study. First, the author collected samples mainly through the Internet for research. No direct exchange is between researchers and respondents ,which is difficult to avoid errors caused pertaining to understand the randomness. As the investigation is short time, the sample volume is slightly less. Further more, the writer does not divide the buyer's overall trading network by buying experience . In the future, the author hope the researchers can be more widely used in a scientific sampling of regional comparative study to test this empirical research and the universal validity of the study conclusions. Secondly, the model is based on the buyer to establish perspective, the author consider the follow-up analysis from the perspective of buyers and sellers of trust between the two sides. In addition, the website will also affect many features of trust between buyers and sellers, which can be incorporated in the model for the in-depth study. Third, as C2C trust between buyers and sellers need long-term training and maintenance. The data collected in this study is cross-sectional, researchers can follow different points of time to conduct a longitudinal measurement, changes in the relationship of trust inspected.