The Research On Influencing Factors Of C2C Consumers' Trust

Along with the popularization of Internet in China, more and more consumers chose the network shopping. The development of 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 a focus of C2C e-commerce. Therefore the author attempts to discuss which factors influent the trust of consumer in C2C e-commerce and find the true factors.The study reviewed the relevant literatures, collected the first-hand data and explored the important influencing factors. Basing on the analysis, three influencing factors were found which were the factor of consumer, the factor of online shop and the factor of C2C web. Then the research model was founded.Statistical analysis showed that hypothesis is basically confirmed. In the consumer personal factors, perceived risk and trust tend, have a significant positive effect to the trust of consumers. In the online-shop factors, online-shop reputation and communication have a significant positive effect to the trust of consumers. In the C2C web factors, web security and website's reputation on consumer trust were a significant positive effect. Perceived usefulness and legal-technical environmental factors on consumer confidence in the impact of C2C online shopping is not obvious.Finally, some suggestions are put forward for the online-shop and C2C web basing the research. In the same time, there are some limitations in this study. The paper points the direct of the research that there are some more factors besides the three factors in the study.