Security Impact On Consumer Trust In C2c Online Stores Conjoint Analysis

China’s online shopping sum and the volume of users are growing every year,andthe pattern of C2C has taken a large great proportion of the market. However the lackof consumer confidence makes the subsequent demand of C2C online shopping isweak.The purpose of this article is to reveal which way of the support can effectivelyimprove the consumer confidence in online shopping in order to choose the bestguarantee manner for C2C online shops and promote the network retail revolutionwidely and deeply. By literature review, secondary data analysis and interviewing theexperts and the college students who are fanatical to online shopping, this article hasdefined the main attributes and levels of the consumer confidence in online shoppingare the third party security incentive factors which includes three attribute levels,quick delivery service,30days maintenance service and the third party inspectionservice;The third party guarantee health factors comprises7days returnunconditionally,compensate for the fake and consumer protection services; The brandguarantee covers three attribute levels which are manufacturers’ authorization andmanufacturers’ guarantee, manufacturers’ authorization and not manufacturers’guarantee, not manufacturers’ authorization but the manufacturers’ guarantee, not themanufacturers’ authorization and not the manufacturers’ guarantee; The businesscredit consists of the red heart(level1), the diamond(level2),the crown(level3) andthe mall(level4); The comment system contains four attribute levels which are nocomment, few positive comment, lots of positive comment, lots of positive but lessnegative comment.This article obtain the date by using the online research and analysis theinfluence of C2C online shops guarantee for the consumer confidence by conjointanalysis which conducted by the CONJOINT in SPSS software. The results asfollows:For the whole consumers,the attributes that influence the consumer confidenceduring C2C online shopping successively are the business credit, the comment system,the brand guarantee, the third party guarantee health factors and the third partysecurity incentive factors.For the consumers of different sample characteristics, the importance ofattributes and levels are not the same.Male consumers are more likely influenced bythe business credit than the female, and the female consumers’ confidence are largelyeffected by the comment system.Compared to the people who already have the work,students’ trust tend to be more affected by the comment system.The consumers have different online shopping habits are feel unlike way aboutthe confidence for C2C online shops guarantee. The consumers spend average cost ofonline shopping that during301and500yuan and over500yuan per month areobviously got the high scores than others on the average importance of business credit,but they pay the same attention to the comment system and the brand guarantee.The consumers have different evaluation of C2C online shops guaranteeattributes and levels when purchase types of products.The brand guarantee has thesmaller influence in book-buying; When consumers choose clothes, the utility of7days return unconditionally in the third party guarantee health factors is obviouslyhigher than other products; When purchase cosmetic, the utility of red heart and thediamond seller is lower than other products; Compared with others, the brandguarantee has the largest impact of consumer confidence on electronic products, andconsumers give the far higher scores on the comment system when they purchase theliving goods.In order to gain the consumer confidence, online sellers should take part inthe promotion channel provided by the online shopping platform at the first time ofbusiness, to improve the selling, increasing the trading volumes; conduct the servicerecovery when business mistakes happen so that to improve the business credit rating.Enhance communication with consumers, encourage the positive comments,especially when selling the high price products, the seller should try the best to offerthe manufacturers’ authorization and guarantee to strive for the consumer confidence,and unifies the own actual situation, pick up the effective third party guarantee,meanwhile explain all the guarantee services in brief.