The Research On Influencing Factors Of Consumer Trust In C2C E-commerce

With the rapid popularization of the Internet and flourishing development of e-commerce, More and more people start to shopping on the Internet, especially C2C website. C2C e-commerce is loved by individual consumers relying on its own unique advantages, and the volume of transactions increases year by year. The biggest obstacle of the C2C e-commerce development is credit problem, namely the consumer of C2C e-commerce distrust of the online sellers, than affect its purchase intention, it will hinder the healthy development of C2C e-commerce.Under this background, this paper carried on the empirical research on the factor of consumer trust in C2C e-commerce. The author tries to find the way to increase consumer's trust and boost C2C e-commerce.The author has reviewed the definition of consumer trust, summarized the factors that influence consumer trust in C2C e-commerce and reviewed the main model of electronic consumer's trust. According to the characteristics of C2C e-commerce, the paper has conducted the research from consumer oneself, sellers, website. A survey with form of the questionnaire which regard university student as samples has been carried.SPSS12.0 software was used to analyze the census data of the questionnaire. Regression analysis used to select four factors with prominent influence from these 7 influence factors:personal trust tendency, past experience, trust transfer, the seller communication, shop reputation, third-party payment and website reputation. Regression analysis used to select four factors with prominent influence from these 7 influence factors:personal trust tendency, the seller communication, shop reputation and third-party payment.The research conclusion is as following:in C2C e-commerce, personal trust tendency, communication, shop reputation and third-party payment on consumer trust were a significant positive effect. Past experience, trust transfer and website reputation has no significant influence.The C2C Consumer's trust not only depends on comsumer oneself, but also relies on the online sellers and C2C website. In the end, based on the research results, this paper puts forward several management advice to the C2C website and the online sellers...