Research on the consumer behavior in C2C market

C2C is an important part of E-commerce, even in the economic crisis it is still rapidly growing. However, compared with the traditional economy, the research on the network economy is still in its infancy. So this paper aims to C2C market to find consumer behavior rules. Differential pricing exists in C2C market, too. But the main reason is the uncertainty of product quality. Because different kinds of consumer have different ways to eliminate the uncertainty of product quality, after dividing consumer behavior into five categories, multi-level evolution model of consumer behavior is provided based on fitness model. The simulation results show that the transaction volume obeys power law distribution. Therefore, even if all shops have equal opportunities in C2C market, the competition result still shows “two-eight” phenomenon.