The Study of Consumer Trust in C2C e-Commerce Based on Reputation Score, Information Disclosure, Online Consumer Review Quality

Trust has been empirically established as one of the key attributes in C2C e-commerce. In this paper, we focus on the factors that influence trust in e sellers. By using an experimental method, we confirm that seller´s reputation, information disclosure and online consumer reviews have positive impact on consumer trust. Meanwhile, we found that quality of online consumer reviews (OCR) and information disclosure moderate the relation of seller´s reputation and consumer trust. The effect of seller´s reputation on consumer trust is greater in information disclosure cases than in no disclosure cases. Compared with lowquality online review cases, the relationship between seller´s reputation and consumer is more significant in high-quality online review cases.