Analysis Of Trust Mechanism Of The C2C Third-Party Retail E-Commerce Platform Company

With the popularity of Internet and development of information technology, world economic information and globalization were accelerated. China's e-commerce has entered a fast-developing stage. But while it is developing at a high speed, problems in e-commerce reveal out gradually. Chinese Consumer's online trust becomes one the most important problems which hinder e-commerce development. At present, the major research results of online trust were assessed by western scholars. And the research in china is still in the preliminary study stage. Under this background, this paper has carried on research on C2C e-commerce model of the trading platform of trust from the perspective of the trust mechanism of the platform, Has some theoretical and practical significance.This paper first reviewed the relevant literature on the concept of trust, trust factors, trust building, etc., further integration of theories and models of previous studies, based on theory of reasoned action (TRA), theory of institution-based trust, theory of service recovery, from the perspective of trading platform trust, with escrow, feedback , security certification, dispute mechanisms as influencing factors ,with personal disposition to trust, shopping experience, the platform's reputation as control variables, combined with the platform of trust and intention to purchase, proposed institution-based trust impact model. By drawing on previous research methods and indicators, with the domestic typical C2C e-commerce platform Taobao, design and preparation of the electronic questionnaire, 224 valid questionnaires were finally obtained. By using SPSS software for data validation analysis, and factor analysis data reduction, and then with multiple linear regression tool to verify the hypothetical model, validated model be revised was obtained. With the trust impact model, the trust mechanism of Taobao is analyzed by further data analysis, especially the dispute mechanisms is analyzed deeply with introducing the service recovery theory, the lack and the rationality of the mechanism is pointed, and the corresponding rationalization proposals are proposed.