The Effects Of C2C E-commerce Disputes On Rating Result In China

As an emerging form of electronic commerce transaction, C2C online auction has gained its popularity within individual seller and buyer due to its advantages of time limitlessness, lower cost and higher efficiency. However, fast growing disputes in C2C-trading has became a major part of online disputes, which has restricted the development of C2C e-commerce. In order to reduce the information unsymmetry, many C2C auction websites have adopted the Online-Reputation-System (ORS). The reputation of sellers is an important factor that impact the success of C2C e-commerce, and the buyer satisfaction is the direct factors influencing rating outcome. It is a valuable research on the effects of C2C auction disputes on rating result as well as its cause and types, which can provide usefull suggestion to C2C websites and individual online sellers. in this study, the investigation will conducted from both theory and empirical analysis.In this study, the traditional act of the customer complained, customer satisfaction as the starting point of theory, combined with electronic word-of-mouth, customer satisfaction research network and the current domestic C2C online auction platform for the evaluation of the credibility of the system model, the type of transaction C2C disputes to affect the results of the evaluation due to the model. We collect transaction disputes sample on China's typical C2C auction site– TaoBao. This paper do empirical research applying data mining to analysis the association rules between disputes type and the result buyer's rating. We also.try to find out whether and how the price and seller's credit score impact the evaluation results.The results show that: 1) does not match description of goods and commodities with quality problems, is the highest frequency of the two types of disputes, with respective shares of the total number of C2C disputes about 35%; the outcome of the dispute between the type and rating, there was a significant association rules, that is, the occurrence of different disputes (or disputes combination) to different types of buyers on the seller's evaluation of the results: high frequency of delivery of goods and the question of admission of these two disputes, the user general to "neutral" and with the seller after-sales service-related communication problems and attitude problems, can easily give rise to "negative." 2) the seller of credit value of evaluation results has a significant influence, the higher the value of the seller of credit occurred after a dispute with the types of buyers to sellers more likely to "negative" rather than "neutral." 3) commodity prices did not affect the evaluation of the results.Finally, we put forward some suggestion to the C2C website providers and sellers based on conclusions. C2C auction website can create a dispute evaluation reference system, Let the buyers know of how the majority of sellers on history rated the appropriate type of dispute, This allows the transaction record of more objective and fair evaluation, and further promote the transaction. For sellers, understanding what the dispute after a negative evaluation of the consequences of what the dispute is more serious, as far as possible to avoid such disputes. At the same time, a dispute occurred, the seller's attitude is crucial to deal with, the seller should bear the relevant responsibility, good after-sales service, to the rapid increase in credit value.