C2C电子商务交易主体信誉评估模型研究

发布时间：2018-11-12 06:42

【摘要】：电子商务搭着互联网及信息技术发展的快车应运而生,经历了萌芽、探索到逐渐壮大的过程,已在全世界快速发展起来。随着“互联网+”理念的提出,经济发展“电商化”日益明显,电子商务已渗透到不同行业的各个方面。C2C模式作为电子商务最重要的模式之一,改变了交易实体传统面对面的消费方式,但由于陌生实体之间信息不对称等特性,交易中存在着一定的风险,交易实体之间相互信任是双方达成交易的先决条件。然而,随着C2C电子商务的发展,“欺诈型”交易实体大量涌现,信用问题已成为其持续发展的瓶颈。如何构建C2C电子商务信用评价体系受到商业界和学者们的关注。为降低实体之间交易风险,提高双方交易效率,促进C2C电子商务的健康发展,本文从营造诚信的交易环境出发,构建全方位准确评价买卖双方信用的信誉评估模型。论文主要工作包括以下三部分：第一部分,介绍C2C电子商务信誉相关理论及交易主体信誉形成机理,总结和分析现有交易主体信誉评估机制和模型,重点阐述本文信誉评估机制的改进方式和模型建立的原则。第二部分, 根据C2C电子商务网站交易流程,从初始注册方面、成交商品方面及退货商品方面对买家和卖家信用进行全方位评价研究,分别构建评估买、卖家初始信誉、成交信誉、退货信誉及综合信誉的加权模型。深入分析交易价值效用因子、反馈评价准确率效用因子、时间效用因子以及退货率效用因子在评估买家信誉时的动态效用；重点研究评估卖家信誉时交易价值效用因子、评分主体可信度效用因子、时间效用因子以及退货率效用因子的动态效用。第三部分,模拟交易环境,利用具体数值算例对本文构建的买、卖家信誉评估模型的可行性及有效性进行验证。实验表明,本文买、卖家信誉评估模型弥补了传统信誉评估模型未能评估交易主体初始信誉的不足、对买、卖家不同时期的信誉值也能进行比较,并且具有更好的信用区分能力；通过买家信誉动态值可以有效识别非诚信买家采取的欺诈行为类别；卖家信誉评估模型在防“信誉欺诈”、“信誉共谋”以及“信誉诋毁”方面具有较强的能力。
[Abstract]:E-commerce has come into being with the rapid development of Internet and information technology, and has experienced the process of sprout, exploration and gradual expansion, which has developed rapidly all over the world. With the concept of "Internet" put forward, the economic development of "e-commerce" has become increasingly obvious, e-commerce has penetrated into all aspects of different industries. C2C model as one of the most important model of e-commerce, The traditional face to face consumption mode of transaction entity has been changed, but because of the characteristics of asymmetric information among different entities, there are certain risks in the transaction. Mutual trust between trading entities is the prerequisite for both parties to reach a transaction. However, with the development of C2C electronic commerce, a large number of "fraudulent" trading entities have emerged, and the credit problem has become the bottleneck of its sustainable development. How to construct C-2 C e-commerce credit evaluation system is concerned by business circles and scholars. In order to reduce the transaction risk between entities, improve the transaction efficiency of both parties, and promote the healthy development of C2C e-commerce, this paper sets up a credit evaluation model to evaluate the credit of buyers and sellers in all directions and accurately from the perspective of creating an honest trading environment. The main work includes the following three parts: the first part, introduces the C2C e-commerce reputation related theory and the trading subject reputation formation mechanism, summarizes and analyzes the existing trading subject reputation evaluation mechanism and model. This paper focuses on the credit evaluation mechanism of the improved way and the principles of the establishment of the model. The second part, according to the C2C e-commerce website transaction flow, from the initial registration, transaction goods and returned goods to the buyer and seller credit evaluation study, respectively, build evaluation buy, seller initial reputation, The weighted model of transaction reputation, return credit and comprehensive reputation. Deeply analyze the dynamic utility of transaction value utility factor, feedback evaluation accuracy utility factor, time utility factor and return rate utility factor in evaluating buyer's reputation. This paper focuses on the dynamic utility of transaction value utility factor, reliability utility factor, time utility factor and return rate utility factor when evaluating seller's reputation. The third part simulates the trading environment and verifies the feasibility and effectiveness of the proposed model by numerical examples. The experiment shows that, in this paper, the seller's reputation evaluation model can make up for the deficiency of traditional reputation evaluation model which can not evaluate the initial reputation of the trading body, and the reputation value of the seller in different periods can also be compared. And has better credit differentiation ability; The dynamic value of buyer's reputation can effectively identify the types of fraud taken by non-honest buyers, and the seller's reputation evaluation model has strong ability in preventing "reputation fraud", "credit collusion" and "reputation denigration".
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6

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