本論⽂探討了消費者對消費者（C2C）電⼦商務中信任的演變本質，特別聚焦於
台灣快速擴張的數位市場。以 Jones 和 Leonard 在 2008 年提出的模型為基礎架構，
本研究重新檢視該模型中所提出的關鍵信任因素——信任的⾃然傾向、他⼈對賣
家的信任、第三⽅認可，以及網站品質的感知——並結合近年來的科技與⾏為變
化加以探討。研究採⽤量化研究設計，透過線上問卷調查收集了 255 份樣本資料，
並使⽤ SPSS ⼯具進⾏探索性因素分析與線性回歸分析。研究結果顯⽰，原始模
型已顯過時，不再能充分解釋現今情境下的 C2C 信任。值得注意的是，第三⽅認
可對信任產⽣負⾯影響，⽽網站品質的感知與同儕聲譽等其他因素則未展現顯著
影響。這些發現揭⽰了消費者⾏為的重⼤轉變，並指出有必要發展⼀個新的 C2C
信任模型，納入如⽀付安全感知、有限互惠性以及對社群媒體的信任等新維度。
本研究對於學術理論與平台設計實務均具有啟發性意涵，旨在促進當代 C2C 電⼦
商務環境中的信任建構。

This thesis investigates the evolving nature of trust in consumer-to-consumer (C2C) ecommerce,
specifically focusing on Taiwan’s rapidly expanding digital marketplace.
Using Jones and Leonard’s 2008 model as a foundational framework, the study reexamines
those key trust factors presented within the model—natural propensity to
trust, others’ trust of sellers, third-party recognition, and perceived website quality—in
light of recent technological and behavioral changes. Employing a quantitative research
design, data were collected from 255 respondents through online surveys and analyzed
using SPSS tools, including exploratory factor analysis and linear regression. The
findings reveal that the original model is rather obsolete and no longer sufficiently
explains C2C trust in the current context. Notably, third-party recognition was found to
negatively influence trust, while other factors such as perceived website quality and peer
reputation showed no significant impact. These insights highlight a critical shift in
consumer behavior and point to the need for a revised model of C2C trust that
incorporates new dimensions such as perceived payment security, restricted reciprocity,
and trust in social media. This study offers both theoretical and practical implications for
scholars and platform designers aiming to foster trust in the modern C2C e-commerce
landscape.

Table of Contents
Validation Letter ................................................................................................................. i
Abstract (Chinese) ............................................................................................................. ii
Abstract (English) ............................................................................................................. iii
Chapter 1 Introduction ....................................................................................................... 1
1.1 Background .......................................................................................................... 1
1.2 Research Objective ............................................................................................... 1
1.3 Research Scope ........................................................................................................ 2
1.4 Thesis Structure .................................................................................................... 2
Chapter 2 Literature Review ............................................................................................. 3
2.1 C2C e-commerce .................................................................................................. 3
2.2 Jones and Leonard’s model of trust in C2C E-commerce .................................... 5
2.2.1 Natural propensity to trust ......................................................................................................... 6
2.2.2 Others’ trust of seller .................................................................................................................. 7
2.2.3 Third party recognition .............................................................................................................. 8
2.2.4 Perceived website quality .......................................................................................................... 9
2.2.5 The model after a decade ........................................................................................................ 11
Chapter 3 Research Methodology ................................................................................... 13
3.1 Proposed model and research methodology ............................................................. 13
3.2 Research design .................................................................................................... 14
3.2.1 Determine sample size ............................................................................................................ 14
3.2.2 Survey design .......................................................................................................................... 15
3.2.3 Data collection ......................................................................................................................... 15
3.2.4 Data assessment criteria .......................................................................................................... 16
Chapter 4 Research Findings ........................................................................................... 21
4.1 Descriptive findings ............................................................................................... 21
4.1.1 Demographic ........................................................................................................................... 21
4.1.2 Quantitative variable ............................................................................................................... 22
4.2 Empirical findings ................................................................................................. 24
4.2.1 Cronbach’s Alpha analysis .................................................................................................... 24
4.2.2 EFA analysis ............................................................................................................................ 25
4.2.2.1 EFA analysis for the dependent variables ................................................................ 254.2.2.2 EFA analysis for the independent variable ............................................................... 27
4.2.3 Linear regression ..................................................................................................................... 28
4.2.3.1 Model fit ........................................................................................................................ 28
4.2.3.2 Linear regression ......................................................................................................... 31
4.2.3.3 Hypothesis testing ........................................................................................................ 32
Chapter 5 Conclusion ....................................................................................................... 33
5.1 Discussion ............................................................................................................ 33
5.2 Implications .......................................................................................................... 38
5.2.1 Theoretical implications ......................................................................................................... 38
5.2.1.1 Third Party Recognition ................................................................................................ 40
5.2.1.2 Perceived Payment Security ......................................................................................... 40
5.2.1.3 Restricted Reciprocity .................................................................................................... 40
5.2.1.4 Trust In Social Media .................................................................................................... 41
5.2.3 Practical implications .............................................................................................................. 42
5.3 Limitations and future research direction ................................................................. 43
5.4 Final words ........................................................................................................... 44
References ....................................................................................................................... 46
Appendix I ....................................................................................................................... 50
Appendix II ...................................................................................................................... 54
Table of Figures
Figure 3-1 Research Model .............................................................................................. 14
Figure 3-2 Data Processing Process ................................................................................. 17
Figure 4-1 Durbin-Watson Test ...................................................................................... 29
Figure 4-2 New Research Model for C2C Trust (Model B) ........................................... 30
Figure 5-1 A Proposed Model for C2C E-Commerce Trust ........................................... 42
Table of Tables
Table 3-1 Hypothesis Summary ....................................................................................... 13
Table 4-1 Participants’ General Information .................................................................... 21
Table 4-2 C2C Platforms Usage and Favor ...................................................................... 22
Table 4-3 Description of quantitative variables .............................................................. 23
Table 4-4 Cronbach’s Alpha analysis .............................................................................. 24
Table 4-5 KMO and Bartlett’s Test ................................................................................. 25
Table 4-6 Total Variance Explained ............................................................................... 26
Table 4-7 Rotated Component Matrix ............................................................................ 27
Table 4-8 KMO and Bartlett’s Test for the Independent Variable ..................................................... 27
Table 4-9 Total Variance Explained ...................................................................................................... 28
Table 4-10 Model Summary ................................................................................................................... 28
Table 4-11 VIF Values .................................................................................................... 29
Table 4-12 F-Test ............................................................................................................ 29
Table 4-13 Model Summary for Model B ....................................................................... 30
Table 4-14 VIF Values for Model B ............................................................................... 30
Table 4-15 F-Test for Model B ....................................................................................... 31
Table 4-16 Linear Regression Test for Model B ............................................................. 31
Table 4-17 Hypothesis Testing ....................................................................................... 32

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