Research of online trust in C2C electronic commerce based on website institutions

Online trust crisis restricts consumers from online business; as a result increasing trust of online business is an important approach for developing C2C electronic commerce. From the view of customers, the paper compartmentalizes online business trust into three aspects: trust to online environmental, trust to websites and trust to sellers, and then carries an empirical research in antecedents of the three types of trust. Through the multiple regression analysis on questionnaires, the result shows that: individual trust tendency has an positive effect on trust to online environment, trust to websites and trust to sellers, however, the regression coefficient of the environmental trust is the biggest among the three coefficients; the validity of the reputation feedback the real name authentication the third party payment, the interaction and communication have an significance positive effect on the trust to websites, among them the regression coefficient of the validity of the third party payment is the biggest; The seller´s reputation has a significance positive effect on the trust to sellers but the seller´s scale has no significance effect on it.