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中文摘要：
分析C2C网站的信誉系统中，商家得到的正面和负面评价如何影响消费者对C2C商家的初始信任。通过分析从淘宝网收集的294份问卷，发现与商家评价相关的因素对消费者的初始信任有着重要影响，但正面与负面评价的影响作用不尽相同：对于正面评价，评价的质量和评价的数量对初始信任有显著的正向影响，而包含内容的评价数量和评价的信息性对初始信任没有显著作用；对于负面评价，评价的数量、评价的时效性以及评价的信息性对初始信任都有显著的负向作用，但评价的质量对初始信任却没有显著影响。
英文摘要：
The authors focus on how the online reviews for C2C vendors affect consumers＇ initial trust and analyze the effects of the relative characteristics of both positive and negative online reviews on the initial trust. The results of analysis on the 294 responses collected from Taobao. net show that positive and negative online reviews explain great portion of the variance of consumers＇ initial trust. Though positive reviews positively affect initial trust and negative ones negatively relates it, there are also other differences between the effects of these two kinds of reviews. For positive reviews, perceived quality of reviews and quantity of reviews positively relate to initial trust rather than quantity of reviews with content and informativeness of reviews. Otherwise, for negative reviews, quantity of reviews, timeliness of reviews and informativeness of reviews have negative effects, but quality of reviews doesn＇ t influence initial trust significantly.
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