The Study of Consumer Trust in C2C e-Commerce Based on Reputation Score, Information Disclosure, Online Consumer Review Quality

摘要

Trust has been empirically established as one of the key attributes in C2C e-commerce. In this paper, we focus on the factors that influence trust in e sellers. By using an experimental method, we confirm that seller's reputation, information disclosure and online consumer reviews have positive impact on consumer trust. Meanwhile, we found that quality of online consumer reviews (OCR) and information disclosure moderate the relation of seller's reputation and consumer trust. The effect of seller's reputation on consumer trust is greater in information disclosure cases than in no disclosure cases. Compared with lowquality online review cases, the relationship between seller's reputation and consumer is more significant in high-quality online review cases.