基于推荐的C2C电子商务卖家信用评价问题研究

发布时间：2018-02-04 17:42

本文关键词： C2C电子商务指标体系信用评价推荐评价方法　出处：《东北大学》2010年硕士论文　论文类型：学位论文

【摘要】：随着网络和电子商务的普及,越来越多的人开始接受和选择网络购物,C2C电子商务更是凭借着较低的进入门槛和简单的交易流程受到很多个人用户的青睐。然而注册用户和信息量的急剧增长,以及越来越多网络信用问题的出现,使得潜在消费者经常会迷失在大量的商品和卖家信息中,无法建立良好的信任关系,而基本信任关系的建立是互不相识的人进行在线交易的前提。为此信用评价变得尤为重要,他人的直接交易感知通过评价反映为卖家的可信程度,为潜在消费者提供了参考依据,有利于良好信任关系的建立。因此,本文针对C2C电子商务中卖家信用评价问题进行了研究,主要完成了以下几方面的研究工作 (1)对电子商务信用、信任、信用评价的相关概念进行了分析,并综述了目前电子商务信用评价中的常用方法及信用评价的研究现状。在此基础上提出了本文的研究问题,并明确了本文的研究目标、内容、方法及思路。 (2)对C2C电子商务网站的主要信用管理手段进行了介绍,分析了目前常见的信用问题,并针对C2C电子商务信用评价在信用管理中存在的问题及可能带来的影响进行了分析。 (3)分析了C2C电子商务中卖方信用的影响因素,并在此基础上,通过问卷调查和统计分析的方法,建立了一套C2C电子商务卖家信用评价指标体系。 (4)明确了基于推荐的C2C电子商务信任的基本思想,并将基于推荐的信任用于卖家的信用评价,主要包括推荐用户识别和基于推荐的卖家信用评价,为买家在选择卖家时提供依据。 (5)给出了一种推荐用户识别方法,即基于模糊聚类分析方法的推荐用户识别方法。同时,给出了两种卖家信用评价方法,即基于语言算子的信用评价方法和基于D-S证据融合理论的信用评价方法,并给出相应的算例。
[Abstract]:With the popularity of the Internet and electronic commerce, more and more people begin to accept and choose online shopping, C2C e-commerce is by virtue of barriers to entry and simple transaction process low by many individual users. However, the rapid growth of registered users and the amount of information, credit problems and makes more and more network. Potential consumers are often lost in a large number of goods and the seller information, to establish a good relationship of trust, and the establishment of trust relationship is the premise of strangers online transactions. Therefore credit evaluation becomes particularly important, others reflect the direct trading credibility of the seller through evaluation, provide a reference for potential customers to establish a good relationship of trust.
Therefore, this paper studies the problem of seller's credit evaluation in C2C e-commerce, and has completed the research work in the following aspects.
(1) trust in electronic commerce credit, credit evaluation, related concepts are analyzed, and summarized the research status of the most commonly used method of electronic commerce credit evaluation and credit evaluation. The research subject of this paper is put forward on the basis of this, and clarifies the purpose of this study is the subject, content, methods and ideas.
(2) introduce the main credit management tools of C2C e-commerce website, analyze the current common credit problems, and analyze the problems and possible impacts of C2C e-commerce credit evaluation in credit management.
(3) the influencing factors of seller's credit in C2C e-commerce are analyzed. Based on that, a set of C2C e-commerce seller's credit evaluation index system is established by means of questionnaires and statistical analysis.
(4) clear the basic idea of recommendation based C2C e-commerce trust, and recommend trust based on the seller's credit evaluation, including recommendation user identification and recommendation based seller credit evaluation, so as to provide basis for buyers to choose sellers.
(5) presents a recommended user identification method, which recommended the user identification method based on fuzzy cluster analysis method. At the same time, gives two seller credit evaluation method, which is based on the credit evaluation method based on linguistic operator and credit evaluation D-S evidence fusion theory method, and corresponding numerical examples are given.

【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F224;F724.6

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