Empirical Study On The Factors Of Consumer Trust In C2C Electronic Commerce

In recent years, the internet has got a rapid development in China. At the same time, consumes'demands for electronic commerce increase. More and more people start to shop on the internet, especially C2C website. However, the problem of consumer trust has become one of the main problems hampered the development of C2C e-commerce. Lack of trust increases consumer's perceived risk and then influences consumer's intention to deal with seller.Under this background, this paper carried on the empirical research on the factor of consumer trust in C2C e-commerce. The author tries to find the way to increase consumer's trust and boost C2C e-commerce.The author has reviewed the definition of consumers trust and summarized the factors that influence consumer trust in C2C e-commerce. The author finds that relevant literatures mostly focus studies on B2C e-commerce. Empirical studies on C2C e-commerce are rarely found. Factors that influence consumer's trust in relevant literatures include there parts. (1) Factors about consumer: experience, dispositional trust and so on. (2) Factors about seller: perceived reputation, size and so on. (3) The third party factor: website quality, third party certification and so on. (4) Environment factors: network safety, laws and so on.The author selects perceived reputation, seller's communication, third party pay, third party certification and perceived credit condition as predecessors of consumer trust. The paper supposes five predecessors have positive effects on consumer trust. At the same time we suppose consumer trust has positive effects on consumer intention to deal.In order to obtain research data, the author sent out 250 questionnaires in Jilin University and 218 questionnaires were taken back, 200 questionnaires were valid.The author analyzes data in the way of quantitative analysis with SPSS 12.0 software for Windows. 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. Principal component factor analysis results 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 and then uses gradual multiple linear regression analysis to measure the effect of dependent variables on independent variables. The key factors are found.From data analysis, the research comes to a conclusion that perceived reputation, seller's communication, third-party pay and perceived credit condition have positive effects on consumer trust. At the same time, consumer trust has positive effects on consumer's intention to deal. However, third-party certification has not significant effects on consumer trust.Data analysis reveals that in C2C e-commerce perceived reputation and seller's communication have very significant effects on consumer trust. It is obvious that in C2C e-commerce consumers pay more attention to the characteristics of sellers. Consumers usually estimate seller's credit through perceived reputation and seller's communication. Consumers give more trust to sellers who have better reputation and stronger ability to communicate. Also, sellers who support third-party pay will gain more trust than the ones who don't. However, the impact that third-party certification put on consumer trust has not been confirmed. This can be attributed to consumer's doubts about the effectiveness of certification. Now, the process of third-party certification is simple, which impact consumer trust. The author puts forward a new factor of consumer trust, perceived credit condition. The research shows that this new factor has positive effect on consumer trust. At last, the study also proves that consumer trust has positive impact on consumer intention to deal.In end of the paper, the author puts forward some advices to C2C e-commerce based on the research and indicates the limitations in this paper as well as the direction of future research.