| Along with the rapid development of network technology, the concept of online consumption become more and more popular, together with the growing improve of conditions which support of various online shopping ,and online shopping, this new concept of consumption is gradually being accepted by consumers. However, as the development of online shopping , various problems which were hidden become highlighted gradually, one very important issue is trust. Therefore, the problem of trust we will discuss in this paper is of great significance.Based on the online shopping of university students in C2C market, we will inspect reasons for trust and the formation of trust mechanism in this paper. C2C market involves three aspects, including buyers and sellers as individual consumers and corporate website as market organizers. In this paper, empirical research methodology is conducted in this study. Questionnaire and interview is used to data collection. What we concern of are: what factors will impact C2C buyers in the online shopping, and the degree of their impact, the reasons for online trust and we attempt to explore the mechanism of formation of online trust.Through research and data analysis, combined with previous research findings, this study considered that the mechanism for the formation of online trust includes the following two:First, informal mechanisms, including: (1) default of trust, (2) Trust based on the knowledge and experience, (3) Give subjective judgement in the process of trust.Second, formal mechanisms, including online regulations, and payment system. |
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