当前电子商务中风险类型分析及评估模型研究

发布时间：2018-06-16 08:18

本文选题：电子商务 + P2P　；参考：《合肥工业大学》2012年硕士论文

【摘要】：目前，，随着P2P网络技术的发展，P2P电子商务作为一种全新的商务模式进入到人们的生活中，给人们的生活和商务市场的发展带来了巨大的变化。与此同时，伴随着电子商务的巨大发展，一些潜在的问题也日渐突出。在网络交易过程中，信任和风险问题成为了影响电子商务市场健康发展的阻碍。为了有效地解决网络交易过程中出现的信任危机问题，人们研究并提出了一些基于声誉的评估模型。这些模型重点考虑电子商务交易过程中的信任问题，在一定程度上提高了节点交易决策的准确性，从而可以帮助人们有效地识别恶意节点。然而，现有这些基于声誉的评估模型，往往只考虑主观性的信任因素，而忽略了客观存在的风险因素，从而导致了评估模型结果的片面性。为此，本文通过研究在电子商务环境下存在的风险问题，得出其中的支付风险和供应链风险问题可以通过现实技术手段以及规章制度等加以解决，而交易风险问题则涉及到主客观两方面的问题。因此，本文结合主客观两方面的因素，提出一种交易风险基于可接受度的研究模型，并以此来提高评估模型结果的准确性。本文首先系统的叙述了电子商务的发展现状，通过研究目前基于信任机制的评估模型，得出现有模型存在的一些问题。然后，文章分析了电子商务环境下存在的风险问题，并提出用综合风险来衡量网络交易前的决策风险值，而用实时风险来反映交易过程中的即时风险值。接着，文章提出构造结合主观信任和客观风险两种因素的电子商务交易评估模型。模型详细研究了影响信任和风险的各个因素，并对模型进行了实验验证。最后，文章总结了本篇论文的主要研究内容，分析尚未解决的问题，并提出未来研究的方向和内容。
[Abstract]:At present, with the development of P2P network technology, P2P e-commerce, as a new business model, has entered into people's life and brought great changes to the development of people's life and business market. At the same time, with the huge development of e-commerce, some potential problems are becoming more and more prominent. In the process of network trading, trust and risk have become an obstacle to the healthy development of e-commerce market. In order to effectively solve the trust crisis in the process of network trading, some reputation based evaluation models are studied and proposed. These models focus on the trust problem in the process of e-commerce transactions and improve the accuracy of node transaction decisions to a certain extent and thus can help people to identify malicious nodes effectively. However, the existing evaluation models based on reputation often only consider subjective trust factors and ignore the objective risk factors, which leads to the one-sidedness of the evaluation model results. Therefore, through the study of the risk problems in the electronic commerce environment, it is concluded that the payment risk and the supply chain risk can be solved by the practical technical means and the rules and regulations, etc. But the transaction risk question involves the subjective and objective two aspects question. Therefore, combining the subjective and objective factors, this paper proposes a research model of transaction risk based on acceptability, which can improve the accuracy of the evaluation model. Firstly, this paper systematically describes the development of electronic commerce, through the study of the current trust mechanism based on the evaluation model, the existing model of some problems. Then, the paper analyzes the risk problem in the e-commerce environment, and proposes to measure the decision-making risk value before the network transaction by comprehensive risk, and to use real-time risk to reflect the immediate risk value in the course of transaction. Then, the paper proposes an evaluation model of e-commerce transaction combining subjective trust and objective risk. The factors influencing trust and risk are studied in detail, and the model is verified by experiments. Finally, the paper summarizes the main research contents of this paper, analyzes the unsolved problems, and puts forward the direction and content of the future research.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：TP393.08;F713.36

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