Influencing Factors Analysis Of Consumer Trust In Online Second-hand Trading Platforms

In recent years,with the increase of purchasing power per head in China,the total retail sales of consumer goods have increased substantially,which has led to an increase of second-hand goods.The development of the Internet and information technology has provided technical support for online second-hand transactions and the platforms of online second-hand trading develop rapidly.At the same time,the problem of consumer trust in second-hand transactions has become more and more prominent.Establishing consumer's trust and reducing the perceived risk in the consumer's shopping process in the e-commerce environment have become an important issue that must be faced and resolved in the long-term development of e-commerce.From the perspective of consumer perception,this paper improved and compiled a localized《Questionnaire of Consumer Trust on Online Second-hand Trading》and built a regression model of influencing factors for online shopping consumer trust to explore consumer trust issues and their influencing factors.Through the analysis of papers on consumer trust influencing factors on online second-hand trading platforms,the basic concepts of online shopping consumer trust are redefined,and the constitutive dimensions of consumer trust are analyzed.Considering status quo of the development of online second-hand trading platforms in China and the problem of consumer trust,the definition of consumer trust was redefined,and a theoretical analysis framework of consumer trust on online second-hand trading platform was built on the basis of "transaction subject","trading platform" and "transaction environment";on the basis of researches at home and abroad,we have scientifically compiled and improved the localized《Questionnaire of Consumer Confidence on Second-hand Trading Platforms》and selected a second-hand trading platform to conduct surveys both online and offline for the analysis of reliability and validity of consumer trust table;through descriptive statistical analysis and comparative analysis,the influencing factors of consumer trust were derived,then the influences that 7 factors deriving from "transaction subject","trading platform"and "transaction environment" have on consumer trust were studied through multiple linear regression analysis.It's found that the improved and compiled《Questionnaire of Consumer Confidence on Second-hand Trading Platforms》has good reliability and validity which is a relatively successful method for measuring consumer trust with the C2C model;the consumer trust on online second-hand transaction platforms is influenced by some demographic variables such as gender,age,occupation,net age,academic background,etc.,and the direction and degree of influence of each factor are not the same;the "consumer individual factor" and "Commodity premium rate and cost performance" in the transaction subject factor have a significant positive impact on consumer trust attitudes and intentions;While the effect that the trading platform factors have on consumer trust attitudes and intentions is not significant.The "faith feedback system" and "laws and regulations" in the transaction environment both have a significant positive impact on consumer trust attitudes and intentions,and the"reputation feedback system" has a more significant influence on consumer intentions,indicating that consumers agree the positive evaluation from the "faith feedback system" and related "laws and regulations" will greatly enhance the level of consumer confidence and facilitate transactions.Therefore,further raising the seller's entry barrier,optimizing the legal system and rights protection mechanism,and guiding the development of the personal credit service contrapuntally have great significance in enhancing the level of consumer trust in e-commerce,promoting the development of electronic transactions and e-commerce.