The Research To The Influential Factors Of Consumer Trust In C2c E-commerce

With the increasing development of Internet technology, E-commerce industry of China presents the rapid development momentum and consumers conducting online shopping become much more than before. Consumers online shopping are mainly divided into two kinds of electronic commerce mode, which are B2C and C2C. Neverthless, comparing with B2C E-commerce mode, the most of sellers in C2C E-business environment are less-known small businesses and individuals, which leads the consumers to distrust much more easilier. Being short of consumer distrust may influence the cosumers’ shopping intention in C2C E-commerce environment. Furthermore, it hinders the development of C2C E-business industry in our country. The research aims to explore the main factors which effect consumer trust in C2C E-business environment, and find out the development bottleneck of C2C E-business industry in our country. It could promote stable and healthy development of C2C E-business.Based on the theories of planned behavior, rational behavior and technology acceptance, the research proposes the theoretical assumption and establishes research model after analysing influences of consumer trust in C2C E-commerce in three aspects of transaction entities factors, website factors, and institutional factors. According to the necessary data of questionnaire with Likert scale after investigation and studying, the research does scale reliability analysis with a coefficient inspection and does validity analysis with factor analysis. Every hypothesis of the research is tested by structure equation model. The result shows that personal trust disposition, online purchase experience, website reputation, perception of reputation feedback systems effectiveness and perception of third-party effectiveness are the key factors which affect cosumer trust in C2C E-commerce environment, then verifying personal trust tendency positively effects perceive reputation feedback system effectiveness and the perception of third-party effectiveness significantly.