Research On Influencing Factors Of Consumers' Trust In Online Sellers

Online shopping, especially C2C (consumer to consumer) e-commerce, win consumers' favor today because it brings consumers conveniences and shortcuts. And C2C e-commerce has become the most conspicuous field. However, research on C2C e-commerce is behind its development. Trust between sellers and buyers is always focus of practical field. Therefore, the author attempts to discuss that buyers trust in sellers and expects to find important factors of this trust by empirical study.The study reviewed the relevant literatures and explored the important influencing factors of buyers on online sellers. After collecting first-hand data through the way of questionnaire investigation and the result shows that consumers perceive low trust on online sellers. The author also use factor analysis and five influencing factors were found, which are seller reputation, interactivity, online shop information, online shop image, size. Next, through regression ,the result shows that online seller reputation and online shop image are the most important influencing factors. However, interactivity, online shop information and size are not important influencing factors and they haven't entered the regression model.At last, on base of study conclusion, according to two important influencing factors, relevant suggestions are put forward for online sellers to manage online shops. Meanwhile, the paper also point out the limitations of study and study directions in future, that is also to say, as an exploratory study, this paper can't include all the influencing factors, and there exist some other influencing factors, which will be the study direction in future.