Empirical Study On Factors Influencing C2C Online Aucton Fraud

C2C auction website as one kind of emerging electronic commerce transaction shape is moving towards gradually mature and becomes the important electronic commerce pattern day by day. But the seller auctions the website that about C2C cheats the customer to form the suit the case to increase day after day, becomes the most cheat transaction crowded in the electronic commerce operation pattern, and then hinders the development. Understood C2C auctions the website the cheat origin, the characteristic, and for auctions the website operation and seller's marketing strategy provides the valuable suggestion to become studies the C2C auction the important subject. This research will carry on the theory and the real diagnosis analysis to this question.This research taking the traditional commercial cheat theory as a starting point, combining network cheat fundamental research achievement, and combining Chinese C2C auctions website reputation system operation, have been formed aspects and so on product characteristic, seller characteristic, communication ability as well as buyer characteristic to the cheat influence conformity reason theory, and then have constructed the research supposition, proposed the theoretical model. The real diagnosis research part, our country C2C will auction the typical website - to wash the valuable net to take the empirical study. Structural Equation According to the lamination random sampling method, the selection typical store carries on the data collection to empirically identify factors that influence network cheating.The data analysis indicated that product characteristic, communication ability and seller characters are remarkable factors that influence network cheating. From the dynamic reputation system construction, exchanges the platform construction and the electron grade of service system construction to put forward the proposal to the website operation; Simultaneously, from the product demonstrated, the physical distribution strategy, the post-sale service and the communication way four directions to put forward the proposal to the seller marketing strategy.