C2C电子商务网站信用评价研究
发布时间：2018-11-19 09:21
【摘要】：随着电子信息技术的发展和互联网的普及,电子商务作为一种新的商业模式应运而生,并以其跨地域性、低成本、高效、方便等优势获得了快速发展。然而,在电子商务蓬勃发展的过程中,信用问题频发,因此,构建有效的信用评价体系对于规范市场交易行为、创造诚信购物环境具有重要意义。 本文首先运用博弈论知识对C2C电子商务市场中的信用问题给出了理论解释,得到：在完全信息静态博弈中,卖家会倾向于选择欺诈；在完全信息动态博弈中,卖家会为了长远利益而放弃短期的投机行为；在不完全信息动态博弈中,引入KMRW声誉模型,发现在有限次重复博弈中,合作行为是可以出现的,声誉作为一种能保证合作顺利进行的机制,存在着对交易主体的内在激励,卖家为了获取更多的收益,会隐藏自己的理性而诚信经营。然后以淘宝网为例分析其信用评价体系,针对其存在的缺陷建立了基于AHP模糊综合评价法的电子商务网站信用评价体系,并且综合考虑了买家信用值、交易金额、历史信用等因素对信用的影响,给出了信用值的综合计算模型。
[Abstract]:With the development of electronic information technology and the popularity of the Internet, electronic commerce as a new business model emerged as the times require, and with its cross-regional, low-cost, efficient, convenient and other advantages of rapid development. However, in the process of the vigorous development of electronic commerce, credit problems occur frequently. Therefore, it is of great significance to establish an effective credit evaluation system to standardize the market transaction behavior and create a good faith shopping environment. In this paper, we first use game theory to explain the credit problem in C2C e-commerce market, and get the following conclusions: in the static game of complete information, sellers tend to choose fraud; In the dynamic game of complete information, the seller will give up short-term speculation for the sake of long-term benefit. In the incomplete information dynamic game, the KMRW reputation model is introduced, and it is found that the cooperative behavior can occur in the finite repeated game. Reputation, as a mechanism to guarantee the smooth progress of the cooperation, has the inherent incentive to the trading body. Sellers in order to gain more income, will hide their own rational and honest management. Then taking Taobao as an example to analyze its credit evaluation system, a credit evaluation system of e-commerce website based on AHP fuzzy comprehensive evaluation method is established, and the buyer's credit value and transaction amount are considered synthetically. The influence of historical credit and other factors on credit is given, and the comprehensive calculation model of credit value is given.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F724.6
本文编号：2341851
[Abstract]:With the development of electronic information technology and the popularity of the Internet, electronic commerce as a new business model emerged as the times require, and with its cross-regional, low-cost, efficient, convenient and other advantages of rapid development. However, in the process of the vigorous development of electronic commerce, credit problems occur frequently. Therefore, it is of great significance to establish an effective credit evaluation system to standardize the market transaction behavior and create a good faith shopping environment. In this paper, we first use game theory to explain the credit problem in C2C e-commerce market, and get the following conclusions: in the static game of complete information, sellers tend to choose fraud; In the dynamic game of complete information, the seller will give up short-term speculation for the sake of long-term benefit. In the incomplete information dynamic game, the KMRW reputation model is introduced, and it is found that the cooperative behavior can occur in the finite repeated game. Reputation, as a mechanism to guarantee the smooth progress of the cooperation, has the inherent incentive to the trading body. Sellers in order to gain more income, will hide their own rational and honest management. Then taking Taobao as an example to analyze its credit evaluation system, a credit evaluation system of e-commerce website based on AHP fuzzy comprehensive evaluation method is established, and the buyer's credit value and transaction amount are considered synthetically. The influence of historical credit and other factors on credit is given, and the comprehensive calculation model of credit value is given.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F724.6
【参考文献】
相关期刊论文 前10条
1 郭亦涵;郑植;;C2C电子商务网站信用评价模型研究[J];北京邮电大学学报(社会科学版);2011年04期
2 杨震;;网上拍卖信誉机制的研究[J];管理观察;2009年03期
3 郭洪海;姜锦虎;蔡涵;;C2C电子社区成员信誉值的计算模型研究[J];管理学报;2009年08期
4 陶洋;宫晓静;;C2C电子商务网站信用评价模型的研究[J];中国管理信息化;2008年22期
5 任南;汪鑫;;C2C电子商务信用评价体系改进研究[J];价值工程;2011年17期
6 于兆吉;胡祥培;毛强;;电子商务环境下信用评级的一种新方法[J];控制与决策;2009年11期
7 彭丽芳;陈中;李琪;;网络交易中信用评价方法研究[J];南开管理评论;2007年02期
8 苏仕颖;杨德华;;C2C中卖方信用评价体系的构建与应用[J];情报杂志;2009年11期
9 杨晓梅;;基于C2C电子商务网站的声誉评价机制研究[J];山西大学学报(哲学社会科学版);2009年02期
10 潘勇;廖阳;;中国电子商务市场“柠檬”问题与抵消机制——基于淘宝网的数据[J];商业经济与管理;2009年02期
，本文编号：2341851
本文链接：https://www.wllwen.com/jingjilunwen/dianzishangwulunwen/2341851.html
