A Novel Method for Reducing Consumers' Perceived Risk in E-commerce Trading

In order to reduce the consumers' perceived risk and increase the revenue effectively, C2C websites should improve their quality of service and especially pay attention to reliability, guarantee, security, information integrity and communication. Effective transaction methods should be adopted to improve the reliability of the website. For example, TaoBao developed a third-party payment method which is very useful to avoid fraud and speculation. Websites can use electronically Signature and strict rules to keep consumers' personal information such as account in safe. In order to improve guarantee, the website can use refund application and complaint acceptance to solve the deal disputes. The C2C website should try its best to provide full information about sellers and products to help consumers make their decision easily.