Research On C2C Oriented E-Commerce Trust Model Based On Multi-factors

As the rapid development of e-commerce, online shopping has become more and more mature. In recent years, the concept of online consumption are popularized gradually. As one pattern of e-commerce, C2C has improved greatly in the market share and trading volume in our country. However, with the application of e-commerce in depth, many issues which were hidden are highlighted gradually, online malicious behaviors appeared continuously , especially in the field of C2C. Lacking of trust is a key reson that led to these problems. Therefore, it is of great significance in studying the trust problem of the C2C market.In basic theory part, the article began with the evolution of the trust concept, and then introduced the emergence and development of e-commerce, especially the C2C e-commerce, analysed the problems in the development of e-commerce, as well as with the trust issue that is related to the development of C2C e-commerce.In model construction part, the article focused on how to construct a credit evaluation model based on multi-factors in the C2C e-commerce, to manage credit for sellers and buyers, and to protect their interests. Firstly, the article used an excellent C2C website Taobao.com as a case, analysed its credit management mechanism based on the users'appraisal, found the influencing factors about e-commerce trust from the deficiency of the Taobao model. Secondly, the article built a trust model based on fuzzy theory, and then brought forward an improved trust model based on multi-factors. Comparing with the fuzzy theory model, the improved model added new factors into the model, such as the penalty factor, recommended trust, ang gave a more targeted solution to the problem of e-commerce trust.The purpose of this article is to pull the influencing factors of trust into the trust model ,find a new way to build a new trsut system, and hope to provide some theoretical guidance to the development of C2C e-commerce in China.