A Study of Factors Influence Trust at Taobao in C2C E-Commerce Environment: A Consumer Perspective

Xie, Zhu (2013) A Study of Factors Influence Trust at Taobao in C2C E-Commerce Environment: A Consumer Perspective. [Dissertation (University of Nottingham only)] (Unpublished)

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As the internet and electronic commerce grow rapidly and become very popular, more and more consumers switch to online shopping. C2C E-Commerce has received much welcome by consumers due to its distinct characteristics and the trade volume is rising rapidly in recent years. However, the biggest obstacle that hinder the development of C2C E-Commerce is creditability problems, which is in C2C E-Commerce buyers can easily mistrust sellers which adversely affect their purchase intention. The main purpose of this paper is to investigate the factors that influence consumer in C2C E-Commerce environment and specifically pay attention to Taobao Market, and seek methods and solutions that enhance consumer trust and thus increase consumer purchase intention and promote the further healthy development of Taobao Market.

This paper first reviews the related literature of the definition of consumer trust in E-Commerce, and summarised influential factors defined my previous scholars. Then, this paper reviews the E-Commerce trust models. In line with the purpose of this research, a new research model is established which considers consumer factors, seller factors and website factors influence on consumer trust. The author has chosen Taobao users as the sampling population and carried out investigation through the form of questionnaires. The survey data is then analysed using SPSS 21 software.

From the seven factors tested, three factors are extracted. Though empirical analysis, the conclusion is that three factors are found to have significant influence on consumer trust which is trust propensity, consumer past experience and third party payment platform. Finally, based on the research result, several management suggestions were put forward and evaluated weakness and potential areas for further research.

Keywords: C2C E-Commerce, Consumer Trust, Online Shopping

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 27 Mar 2014 15:25
Last Modified: 19 Oct 2017 13:31
URI: https://eprints.nottingham.ac.uk/id/eprint/26611

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