| Abstract | 第5页 |
| 中文摘要 | 第6-11页 |
| Chapter One Introduction | 第11-13页 |
| Ⅰ Research background | 第11-12页 |
| Ⅱ The purpose and significance of the research | 第12-13页 |
| Chapter Two Review of the Theory and Related Research | 第13-14页 |
| Chapter Three Evaluation mechanism comparison among Chinese three major C2C e-commerce companies | 第14-22页 |
| Ⅰ The credit evaluation mechanism of taobao.com | 第14-16页 |
| 3.1.1 Overview | 第14-15页 |
| 3.1.2 Detailed rules | 第15-16页 |
| Ⅱ The credit evaluation mechanism of eBay.com.cn | 第16-18页 |
| 3.2.1 Overview | 第16页 |
| 3.2.2 eBay credit file | 第16-17页 |
| 3.2.3 Detailed rules | 第17-18页 |
| Ⅲ The credit evaluation mechanism of paipai.com | 第18-19页 |
| 3.3.1 Time limit of credit evaluation | 第18页 |
| 3.3.2 Detailed rules | 第18-19页 |
| 3.3.3 Trading forbidden rules | 第19页 |
| Ⅳ Analyses of the credit evaluation mechanism | 第19-22页 |
| 3.4.1 The credit evaluation circuit of the three main companies | 第19-21页 |
| 3.4.2 The similarities and differences among the three main companies | 第21-22页 |
| Chapter Four Empirical Study of the effect brought by the existing credit evaluationmechanism on consumers' behavior | 第22-41页 |
| Ⅰ Design of survey method | 第22-24页 |
| Ⅱ Primary analysis of data | 第24-26页 |
| Ⅲ Control study of two different kinds of goods | 第26-41页 |
| 4.3.1 The research on the first category of products | 第27-34页 |
| 4.3.2 The research on the second category of products | 第34-38页 |
| 4.3.3 The comparison between two categories of products | 第38-41页 |
| Conclusion | 第41-43页 |
| References | 第43-44页 |
| Acknowledgement | 第44-45页 |
