The Impact of Trust Mechanisms on Users' Transaction Intentions in Second-Hand Consumption Platforms and Their Optimization Paths

The user scale of second-hand consumption platforms has reached 100 million. However, trust-related issues such as frequent counterfeit disputes and lack of after-sales protection have led to insufficient user willingness for high-frequency transactions, with only 38% of users willing to trade frequentlywhich seriously restricts the industry's development. Therefore, building an effective trust mechanism has become the key to promoting the continuous expansion of the second-hand consumption market. Based on the trust transfer theory and combined with empirical research on platforms such as Xianyu, Zhuanzhuan, Hongbulin, and Zhaoliangji, this paper explores the impact path of strategies including offline inspection, the construction of standardized quality inspection in the second-hand platform process, and the introduction of environmental protection concepts on improving consumers' trust and thereby boosting transaction frequency. The research results show that professional appraisal teams' authenticity identification and quality grading of second-hand luxury goods (such as the Hongbulin model) and strict quality inspection standards for comprehensive testing of second-hand 3C products can significantly improve user trust and repurchase rate; at the same time, the integration of environmental protection concepts can strengthen users' value recognition of second-hand transactions and further promote transaction willingness. This study provides theoretical reference and practical paths for the establishment of trust mechanisms in second-hand platforms, and is of great significance for promoting the development of circular economy and optimizing the ecology of the second-hand consumption market.