|
With the increasing development of the Internet , online C2C business has become our integral part of everyday life . Compared with the B2C online shopping patterns , C2C consumers need to take more risks . It can be said that consumers trust is the key to success C2C e-commerce . Over the years, scholars have trust in e-commerce environment, most studies focus on the B2C area , and in recent years has been the rapid development of online shopping transactions accounted for three-quarters of C2C areas, the issue of trust is still not given due attention . In addition , the current e-commerce trust scholars study more to experience trust or trust -based mature . And if there is no consumer online shopping experience , experience, confidence does not help him to make the initial purchase decision. China's online shopping penetration rate has been at a low level, most users are not online shopping experience, therefore, the initial trust C2C consumer research has become a priority . This paper summarizes the characteristics of C2C e-commerce , based on the previous reference consumer trust on e-commerce environment related research , the initial consumer trust in C2C business influencing factors summarized in three aspects : site quality , quality and service shops quality . Meanwhile, in-depth analysis of the initial trust , trust is divided into an initial capacity of two dimensions of trust and goodwill trust . On this basis , formulating hypotheses , building research model to explore the impact of these factors on three aspects of the ability of trust, and goodwill trust . For this study were two types of consumers , including those without online shopping experience for consumers and have had online shopping experience for consumers , affecting two types of consumers shopping online study initial trust factor , compared to different factors on the impact of different types of consumers the importance of difference. Study used a combination of theoretical and empirical research methods , not only theoretically plausible explanation of the model , and by designing the questionnaire , no online shopping for consumers and have had online shopping experience for consumers to investigate, using SPSS16.0 to survey data for statistical and analysis. The results show that the initial impact of two types of consumer confidence in online shopping factors vary , and finally on the basis of empirical research , this article from the seller's point of view put forward corresponding recommendations.
|