| Chinese C2C online shopping market has been growing sharply in resent years, in which however, consumers still concern online trust and security. Trust has been considered to be the most important factor influencing consumers' purchasing intention, which leads to purchasing behavior. In terms of C2C online shopping market, trust should be more profound and thorough.The question initiates from the famous business battle between Taobao and eBay. This paper tries to scan Chinese C2C online shopping market through trust perspective and then analyze the market from three levels: social trust, online trust and interpersonal trust.Firstly, in order to understand online trust, its measurement as well as the factors influencing trust, the paper reviews most literatures about trust from different disciplines. The literature review provides the theoretical model for the following empirical researches.The paper adopts collaborating methods of both qualitative and quantitative research. On social trust level, qualitative research method has been used for China's social trust research and its influence to Chinese C2C online shopping market. On online shopping trust level, the questionnaire has been designed for understanding different decision-making styles, as well as impacts on choosing Taobao. On interpersonal trust level, Structural Equation Model (SEM) has been adopted for proving factors influencing trust attitude then purchasing intention. Meanwhile, different factors for choosing certain online shopping sellers have been probed.Finally, this paper gives useful suggestions for Chinese C2C online shopping market and companies, as well as online shopping sellers. |
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