A Trust Mechanism on Decision-Making of Online Buyers on C2C Marketplaces

摘要

After international financial crisis, more and more people tend to shopping online in China. In this paper, we devoted to find some crucial factors that affect buyers’ decision-making and gave some suggestions to sellers and buyers to improve decision-making. Referring to some prior researches of trust mechanism, we found four factors that will affect the buyers’ trust, namely perceived products, perceived service, perceived delivery and perceived risk. And the buyers’ trust would make great effect on their shopping decision-making. Thus a buyers’ decision-making model is proposed and several hypotheses were set. We conducted an empirical study to test the model and hypotheses. The results supported all the hypotheses and approved the effects of factors to buyers’ decision-making. Our study not only helps the online buyers make a wise shopping decision, but also encourages the online sellers to improve the relationship with their customers.