Study on pricing level of C2C electronic commerce platform

In recent years, with the popularity of the Internet in China C2C shopping websites are booming. Although large-scale have accumulated the number of users, but still no one can achieve our profit C2C platform. As a new business model, electronic commerce has made a significant influence on people´s life. Firstly this paper divides the user´s utility into the utility associated with risk and the utility not related to risk. Because the particularity of the network environment, the user´s utility is affected by risk factors. Secondly we focus on the factors influencing on optimal pricing level of C2C electronic commerce network in three stages, which included network externalities, income, the level of credit and service cost. Finally we draw some conclusions which provide certain guiding significance for people.