اعتماد در تجارت الکترونیک C to C

We developed a model of consumer-to-consumer (C2C) e-commerce trust and tested it. We expected that two influences: internal (natural propensity to trust [NPT] and perception of web site quality [PWSQ]) and external (other's trust of buyers/sellers [OTBS] and third party recognition [TPR]) would affect an individual's trust in C2C e-commerce. However contrary to studies of other types of e-commerce, support was only found for PWSQ and TPR; we therefore discussed possible reasons for this contradiction. Suggestions are made of ways to help e-commerce site developers provide a trustworthy atmosphere and identify trustworthy consumers.

Consumer-to-consumer (C2C) e-commerce, which includes the use of online auctions, web forums, chat rooms, and third party consumer listings, has been found to be more popular than the business-to-consumer (B2C) e-commerce counterpart [41]. Differences have been found between C2C e-commerce and B2C e-commerce in previous research suggesting that B2C e-commerce methods cannot be utilized in C2C e-commerce [16]. C2C e-commerce has thus proven to be a distinct area of research, requiring new models of operation. Mayer et al. [21] defined trust as “the willingness of a party to be vulnerable to the actions of another party based on the expectation that the other party will perform a particular action important to the trustor, irrespective of the ability to monitor or control that other party”. Trust is related to competence, responsibility, dependability, likeability, and honesty [36], and is important because it helps consumers overcome perceptions of uncertainty and risk and use online transactions. E-commerce is still a relatively new concept to most people and since trust increases with familiarity, it is important to find ways to encourage consumers to continuously use e-commerce. Understanding how consumers frame trust of e-commerce and establishing a trust model can enhance our ability to do this. In C2C e-commerce, trust must be felt by both buyers and sellers; they must be both trustors and trustees. This study considered two areas that can influence a person's trust: internal and external. Internal influences consist of a person's natural propensity to trust and a person's perception of the web site quality in past C2C e-commerce transactions. External influences consist of other people's trust of the buyer and/or seller and their recognition by third party institutions. Data was collected from 52 respondents about their experience as either the buyer or seller in a C2C e-commerce transaction.

C2C e-commerce trust is different from B2C e-commerce trust. We found that only perception of web site quality and third party recognition influenced C2C e-commerce trust. Therefore, consumers and C2C web sites should focus on web site quality and third party institutions in order to improve trust in them and to potentially improve their transaction volume to consumers.