A Study Of C2C E-commerce Trust Evaluation System

For a long time the issue of trust that affects the development of e-commerce in China is not completely resolved, and how to further enhance the trust of the users of e-commerce is still facing a major problem. To improve the trust of the users of e-commerce, we must first allow Internet users to know e-commerce is to be believed under what circumstances. This is actually related to the evaluation of e-commerce trust. As a model of e-commerce, C2C e-commerce industry occupies an important position. If we establish C2C e-commerce trust evaluation system, and use it to judge the trust of the C2C e-commerce participants, it will promote e-commerce further developments.To create a C2C e-commerce trust evaluation system,we should first understand the factors affecting e-commerce trust. There are many factors that affect e-commerce trust, and some of these factors play a major role in the buying behavior of Internet users, some factors may plays a secondary role. Therefore, we must find the main factors or the key factors affecting Internet users shopping in order to determine an objective evaluation criteria, Only in this way,we can take measures to enhance consumer trust.Firstly, through synthesizing various opinions a great deal of literature, the paper summed up the18factors that affect the C2C e-commerce trust. These18factors are the brand of the product, the seller services, seller reputation, usefulness, ease of use, security, personalization, site reputation, stability, speed and appearance, fun, information, privacy, a disposition to trust, shopping experience, familiarity, third-party, legal, and so on.Then, the author collected data for the empirical research through a questionnaire and analyses reliability and validity of the questionnaire. In this process, the paper carries out exploratory factor analysis for data preprocessing, and build trust model. With the combination of trust theory, use structural equation model to test and revise of the model. Then the author considers significantly related to factors as the key factors affecting trust. After analysis, the author believes that there are6key factors that influence C2C e-commerce trust. These6factors are seller’s product brand, Web site personalization, site reputation, buyers’familiarity with the network, third-party, legal.Then, the paper regarded six key factors as indexes and built the trust evaluation index system of C2C e-commerce. Then, the author used BP neural network to evaluate trust. Finally, in accordance with the key factors that influence C2C e-commerce trust, the paper come up with strategies to improve e-commerce trust.