An Empirical Analysis On The Evaluation Mechanism Of C2C E - Commerce Credit In China

Chinese C2C market is incredibly huge. Up to June,2010, the number of net citizens in China has reached420million, exceeding the point of400million, with an increase of36million compared to the end of2009. Until June2010, the number of web shopping users has reached142million; the utilization rate has been raised to33.8%.Nowadays Chinese C2C market faces a serious problem, the credit cheating problem. Consumers are easily to be cheated. In order to prevent this fraud, the C2C platforms introduced credit evaluation mechanism.I make research on the C2C credit evaluation mechanism. Try to find the consumer behaviors under the credit evaluation and explain them. The population for this survey is quite clear:all the customers of the three major C2C e-commerce platforms, Taobao, EBay China, Paipai because the object of this study is the credit evaluation system of these three platforms and the three biggest e-commerce platforms dominate95%of total market, their credit evaluation systems are very representative.Firstly I review the theories about C2C transaction behavior. Secondly I compare the credit evaluation mechanisms of all the three platforms. In the end identify how the consumer behavior being influenced by credit evaluation mechanism explain the reason.