C2C电子商务市场的交易共谋风险评估及预警机制

发布时间：2018-03-04 14:20

本文选题：C2C电子商务　切入点：共谋风险　出处：《安徽工程大学》2017年硕士论文　论文类型：学位论文

【摘要】：电子商务的发展与人民生活、社会发展息息相关。同时,虚拟的交易环境下,由于诚信体系不健全,"共谋者"使得我国C2C电商市场衍生出如虚增商品销量、反馈信息造假、虚增信誉等不良现象。一方面,共谋行为打击了正常用户开展电子商务的积极性,不利于电子商务的全面发展。另一方面,消费者在共谋风险的影响下,承担了较多的购买风险,以及商品在质量、功能等与期望效用不一致的风险。商品评论,其影响作用如同消费者体验后的感知效用一样,对购买决策有很大影响力。因此,与识别虚增销量一样重要,挖掘商品评论的价值是认识交易风险的前提。其次,电商市场的虚拟交易环境以及信息不对称是导致风险产生的主要因素。C2C电商共谋风险涉及了众多指标的影响,主要包括:搜索成本、商品状况、交易价值、价格、信誉、店铺年限、在线评论、信息浏览行为、账号活跃、停留时间等使得电商市场的风险规律难以捉摸。总之,一套有效的预警机制的建立势在必行。本论文以识别虚增销量与挖掘评论价值为切入点,运用证据网络理论与相关研究成果,研究电商市场中交易共谋风险的评估模型,并针对共谋风险提出预警机制。本文主要研究贡献总结如下:1.以我国C2C电子商务市场的发展状况为例进行研究,分析我国C2C电子商务市场发展趋势。2.分析与提炼虚假评论与虚增销量的行为特征。基于证据网络理论,构建了评估C2C电子商务市场交易共谋风险的评估模型。最后,运用多元线性回归检验了模型的有效性。3.根据购买风险评估模型的若干要素指标,提出了交易与共谋风险预警机制。并针对网络平台提供商,相关法律法规,卖方行为以及安全技术四个方面提出预警对策。
[Abstract]:The development of electronic commerce is closely related to the life of people and the development of society. At the same time, in the virtual trading environment, because of the imperfect credit system, "collusion" makes the C2C e-commerce market in our country derive from the false sales of goods and fake feedback information. On the one hand, collusion acts have dampened the enthusiasm of normal users to carry out electronic commerce, which is not conducive to the overall development of electronic commerce. On the other hand, under the influence of collusion risk, consumers are under the influence of collusion risks. Taking on more purchase risk, and the risk that the product is inconsistent with the expected utility in terms of quality, function, etc. The effect of commodity review, like the perceived utility after the consumer experience, has a great influence on the purchase decision. As important as identifying false sales, mining the value of commodity reviews is a prerequisite for understanding transaction risks. The virtual trading environment of e-commerce market and information asymmetry are the main factors leading to the risk. C2C e-commerce collusion risk involves the influence of many indexes, including: search cost, commodity condition, transaction value, price, reputation, etc. Store years, online reviews, information browsing, active accounts, and staying time make the risk laws of the e-commerce market elusive. It is imperative to establish an effective early warning mechanism. In this paper, the risk assessment model of transaction collusion in e-commerce market is studied by using evidence network theory and related research results. The main contributions of this paper are summarized as follows: 1.Taking the development of China's C2C e-commerce market as an example, This paper analyzes the development trend of C2C e-commerce market in China. 2. It analyzes and refines the behavior characteristics of false comments and false increase in sales volume. Based on the theory of evidence network, this paper constructs an evaluation model to evaluate the risk of collusion in C2C e-commerce market. The validity of the model is tested by multivariate linear regression. According to some key factors of the purchase risk assessment model, this paper proposes a transaction and collusion risk warning mechanism, and the relevant laws and regulations are aimed at the network platform providers. Seller behavior and safety technology four aspects of early warning countermeasures.
【学位授予单位】：安徽工程大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274

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