The Function Of Cybermediarie's Mechanism In Trust Of Electronic Commerce

With the rapid popularization of the Internet and sharply increasing of netizen, various modes of E-commerce, especially C2C emerged and developed rapidly. As a result, cybermediaries and numerous mechanisms appeared. Cybermediaries not only provided mechanisms a platform to do business, but also services such as searching, trust evaluation and trusteeship. These mechanism in some degree alleviate the problems of Information asymmetry and high transaction cost, thus increase consumers trust.The paper has reviewed the definition of Information asymmetry and transaction cost as well as cybermediaries and consumers trust in e-commerce of relevant literature at first, summed up that alleviate the problems of Information asymmetry and high transaction cost are the critical factor of consumers trust. Base on this thesis, this paper elaborated how the mechanisms of intermediary in e-commerce alleviate these problems. A survey with form of the questionnaire has been carried. Regression analysis used to select factors with prominent influence from these 6 influence factors: credit of the cyber-sellers, short term credit, value of the goods, types of goods, total number of goods and communication measures. The conclusion is as following: regarding metempirical goods, the more types of goods, the more specific the information, the higher the consumer trust; the larger the total number of the goods, the more specific the information, the higher the consumer trust; the higher the credit of the cyber-seller, the higher the consumer trust. For posteriori goods, the more types of goods, the more specific the information, the higher the consumer trust; the higher the credit of the cyber-seller, the higher the consumer trust.Finally, the corresponding suggestions about how to alleviate the problems of Information asymmetry and high transaction cost for operator of cybermediaries and cyber-sellers have been given based on the empirical research result.