摘要
为了降低电子商务市场的信息不对称性、反映交易者的诚信水平、提高消费者的信心,大部分电子商务网站都建立了信用评级体系。本文通过建模分析及演绎分析,认为随着市场规模的扩大,现行评级制度已不再适应电子商务市场的发展,等级高低并不能反映市场中店铺的诚信状态,而更多地反映偶然性因素和经营历史的长短,反而造成了新老卖家之间的不公平竞争,并鼓励卖家采取信用炒作等不诚信行为。最后提出了基于好评率和信用积分相结合的动态信用评价模型。
In order to decrease the asymmetry of the consumer to consumer e-commerce market,reflect the sellers＇ integrity level and improve the customers＇ confidence,most e-commerce sites have established credit evaluation system.But could the present credit evaluation system accurately reflect sellers＇ credit distribution and structure？ In this paper,through modeling analysis and deductive analysis,we think that with the expansion of the market scale,the present credit evaluation is no longer adaptive to the development of e-commerce market,and credit rating cannot reflect the sellers＇ credit status but more reflect the contingency factors and the length of the business history.It also makes the unfair competition between old and new sellers and encourages the sellers to adopt dishonest behavior such as credit hype.Finally,this paper proposes a dynamic evaluation model based on favorable evaluation rate and credit scores.
出处
《北京邮电大学学报（社会科学版）》
2011年第6期53-61,共9页
Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)
基金
国家自然科学基金项目(70972122)
关键词
个人对个人电子商务
信用评级模型
consumer to consumer e-commerce
credit evaluation model
