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ONTHEEFFECTOFSELLER’S
ASTUDY Reputation
INC2C
INTENTION
ONCONSUM哐R腿CHASE
IIIII I IIIII I I 11111IIIIl
ABSTRACT
modeof e—commercehas
As E—commerce,C2C
all_important
consumers.The
becomea trademodeto Chinese
popular
hasachieved since2003
taobao,corn amazingdevelopment
establishedwhichhadtaken in2012.Reputation
up96.4%marketplace
and
becomes forconsumer behaviour
increasinglyimportmant purchase
the ofintertnent
influence
quicklydevelopment
havebeen howsellers’
wellasthescholarsinthisfield
as considering
researchhassome
affectsconsumer intention.This
reputation purchase
andrealistic this
certaintheoretical subject.
significancebyselecting
andcombinescase in
This reviews research study
paper previous
online
reputation
feedbackwhichtheir theChinaC2Cmarket
system marketplaceoccupied
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