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ned out that the multi-factor model can fill the gap of the present model, and therefore making a better distinction of reputation conditions of the sellers.Targating the frauds of buyers in C2C E-commerce, this dissertation establishes the bidder’s reputation risk appraisal system composed of 3 categories and 12 indicators reflecting the bidder’s personal assets, basic information and record of dealings. Referring to the problems such as the subjectivity and ambiguity of reputaion appraisal as well as the impossibility to describe and testify the reputation degree accurately, this dissertation puts forward that fuzzy membership function should be adopted to calculate the reputation degree of bidders, with examplary calculation analyzed.

The results show that fuzzy appraisal can describe the reputation degree quantitatively in explicit and concise terms, and it refects the ambiguity of trust.Through questionnaire, this dissertaion makes a positive analysis the validity of online reputation feedback system on 1601 effective samples collected. In addition, regression analysis is adopted to verify the positive effect of online reputation feedback system on promoting trust in webstations, and the fact that the seller’s reputation can obviously improve the buyer’s trust in him; this dissertation uses structural eqation model to verify the trust tansfer among trust in cyber environment, trust in webstations and trust in sellers.

The regression analysis of sought-after commodities, durable experience commodities and non-durable experience commodities grouped respectively demonstrate the type of the commodities takes regulatory effect on risk perception and willingness to purchase; compared to sought-after commodities, quality risk and privacy exposure risk have a greater influence on the willingness to purchase; compared to high-priced experience commodites, delivery risk and financial risk have a greater influence on the willingness to purchase.The results of this thesis supply the theoretical basis and practical guidance to build online reputation feedback systems in C2C electronic commerce markets to some extend.

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