| The consumer-to-consumer (C2C) online auction market has undergone rapid growth in the last few years. However, increasing online fraud has haunting tens millions of traders in the market. The high risk of online trading fraud coupled with low trust in potential trading partners significantly affects traders'willingness to trade. To promote willingness-to-buy, trust-building and risk-reducing are crucial in risky situations. Risk relief services (RRSs), as complementary to online trust promoting services, are becoming versatile options for risk reduction in online consumer-to-consumer ecommerce. Online escrow service (OES) is one of effective methods to reduce the trade risk in online auction markets.In this paper, we identify some factors that affect buyer's perceived risk and behavior of OES adoption. An experimental C2C auction system with embedded decision support features was used to collect data. An online qualitative study was conducted to identify the buyer's risk attitude. Finally, this paper gives some suggestions on how to promote online traders to use OES.Results show that market level factors, such as fraud rate, product price, and seller's reputation are important in determining buyers'OES adoption. This study also finds that sellers'reputation, product price, and buyer's risk attitude has a significant effect on buyer's risk perception, which influences his OES adoption decision. |
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