零售电子商务商家信用评价研究

发布时间：2018-01-27 00:39

本文关键词： 零售电子商务商家信用信用评价因子分析直觉模糊层次分析法　出处：《哈尔滨商业大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着互联网与信息技术的进步,网络购物正迅速融入人们的生活。然而由于电子商务环境下交易双方信息不对称、买方不能真实接触和感知商品及服务等原因,网络交易过程中的信用问题越来越突出,严重阻碍了我国零售电子商务的稳健发展。研究如何解决我国零售电子商务商家的信用问题,构建一套切实可行的信用评价指标体系和评价方法是帮助电子商务平台规避信用风险、保障网购消费者合法权益的关键所在。在分析国内外零售电子商务信用评价研究现状的前提下,根据零售电子商务理论、信用评价理论以及直觉模糊层次分析理论,展开对零售电子商务信用的系统分析。确定了零售电子商务的发展环境及发展现状,分析了零售电子商务存在的信用问题,明确了商家信用评价体系是研究零售电子商务信用的重点。在此基础上,采用因子分析方法,对信用评价指标的构成进行定量分析,设计了零售电子商务商家信用评价指标体系。考虑直觉模糊集在解决不确定问题方面的优越性,构建了基于直觉模糊层次分析法的零售电子商务商家信用评价模型,并通过实例分析对某零售电子商务公司的信用水平进行综合测评。结果显示,与电子商务网站现有的评价方法相比,基于直觉模糊层次分析的信用评价模型在评价准确度方面更具优越性。系统全面的评价指标体系和灵活准确的评价方法可以有效反映出零售电子商务商家最真实的信用水平。但是,仅仅依靠改进信用评价体系仍无法彻底解决零售电子商务市场的信用问题,政府和有关组织还需在健全电子商务法律法规、建立第三方信用评估机构、优化网络消费者信用反馈机制等方面加大投资与建设,促进我国零售电子商务发展。
[Abstract]:With the progress of Internet and information technology, online shopping is rapidly integrated into people's life. However, due to the asymmetric information between the two parties in e-commerce environment, buyers can not truly contact and perceive goods and services and other reasons. The credit problem in the course of network transaction is more and more prominent, which seriously hinders the steady development of the retail electronic commerce in our country. This paper studies how to solve the credit problem of the retail e-commerce business in our country. Constructing a set of feasible credit evaluation index system and evaluation method is to help E-commerce platform avoid credit risk. The key to protect the legitimate rights and interests of consumers is to analyze the domestic and foreign retail e-commerce credit evaluation research on the premise of the basis of retail e-commerce theory. Credit evaluation theory and intuitionistic fuzzy analytic hierarchy process theory, the system analysis of retail e-commerce credit, determined the development environment and current situation of retail e-commerce. This paper analyzes the credit problems existing in retail e-commerce, and clarifies that the evaluation system of merchant credit is the focus of the research on retail e-commerce credit. On this basis, the factor analysis method is adopted. Based on the quantitative analysis of credit evaluation index, this paper designs a credit evaluation index system for retail e-commerce businesses, considering the superiority of intuitionistic fuzzy set in solving uncertain problems. A credit evaluation model based on intuitionistic fuzzy analytic hierarchy process (FAHP) is constructed, and the credit level of a retail e-commerce company is evaluated by a case study. The results show that this model can be used to evaluate the credit level of a retail e-commerce company. Compared with the existing evaluation methods of e-commerce websites. The credit evaluation model based on intuitionistic fuzzy analytic hierarchy process has more advantages in evaluation accuracy. A systematic and comprehensive evaluation index system and flexible and accurate evaluation method can effectively reflect the most true retail e-commerce business. Credit level. But... Only by improving the credit evaluation system can not completely solve the retail e-commerce market credit problems, the government and relevant organizations also need to improve e-commerce laws and regulations, the establishment of third-party credit evaluation agencies. Optimize the network consumer credit feedback mechanism and increase investment and construction to promote the development of retail e-commerce in China.
【学位授予单位】：哈尔滨商业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6

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