摘 要
作為一種新興的電子商務(wù)模式，C2C電子商務(wù)近年來(lái)表現(xiàn)出巨大的商業(yè)前景，然而C2C電子商務(wù)卻面臨著缺乏消費(fèi)者信任的發(fā)展障礙。由于交易雙方信息不對(duì)稱(chēng)程度的加大和網(wǎng)絡(luò)欺詐行為的不斷發(fā)生，使得消費(fèi)者對(duì)C2C網(wǎng)上交易所感知的風(fēng)險(xiǎn)大大增加，不信任感增大。對(duì)于C2C電子商務(wù)，由于交易主體是個(gè)人，信任問(wèn)題顯得更加突出。信任問(wèn)題是使消費(fèi)者不愿在線(xiàn)購(gòu)物的主要原因之一。因此，本文著重對(duì)C2C電子商務(wù)中的信任問(wèn)題進(jìn)行研究。
本文首先對(duì)信任理論和在線(xiàn)信譽(yù)系統(tǒng)進(jìn)行了系統(tǒng)的介紹；其次，針對(duì)在線(xiàn)信譽(yù)系統(tǒng)的核心——信任模型，本文對(duì)模型進(jìn)行有效性分析，分析結(jié)果表明，現(xiàn)行的信任模型沒(méi)有考慮交易價(jià)值、評(píng)分用戶(hù)的信用度和近期信用度等關(guān)鍵因素，不能有效地制止“信用詆毀”和“信用榨取”現(xiàn)象，不利于激勵(lì)用戶(hù)誠(chéng)信交易，使得某些不誠(chéng)信的機(jī)會(huì)主義者有可乘之機(jī)。針對(duì)目前信任模型存在的缺陷，本文建立了C2C個(gè)性化信用計(jì)算模型，并根據(jù)用戶(hù)的類(lèi)型進(jìn)行了有效性檢驗(yàn)。
本文旨在將信任的主要影響因素引入到信任模型中，提出一種信任體系的構(gòu)建方式，為C2C電子商務(wù)的信任提供一些改進(jìn)的策略。

關(guān)鍵詞：電子商務(wù)，C2C，信任，模型
                            

 
 Abstract
As a new E-commerce model, C2C E-commerce demonstrates great business potential in recent years. However the absence of consumers’ trust is a main barrier which the C2C electronic commerce meets. The risk of consumers’ feeling on shopping in C2C transaction platform is bigger than that in the traditional business pattern due to the much more asymmetric information and frequent occurrence of web cheating behavior. As the both party of C2C E-business participants are individuals, the trust problem is even worse. Trust problem is one of the main reasons why consumers hesitate to go shopping online. Therefore, it is very significant in studying the trust problem of the C2C E-commerce.
Firstly, this paper introduces credit theory and online reputation systems. Secondly, according to the core part of online reputation systems, this paper establishes a model to eva luate its validity. And the results point out that the current trust model have not eva luated some key factors, such as transaction value, user’s credit and recent credit. So, it can not effectively decrease the possibilities of “credit slander” and “credit squeeze”, and it will surely give rise to negative effects on users’ transaction experience. In order to solve the defects mentioned above, this paper establishes a C2C personalized credit computational model, and eva luates the validity in accordance with the type of users in this model.
The purpose of this paper is to introduce the influencing factors of trust into the trust model, find a new way to build a new trust system, and hope to provide some improved strategy to the trust of C2C E-commerce.

Key words：E-commerce, Consumer to Consumer, Credit, Model
 
 
目    錄
1 緒論 1
1.1 研究的目的和意義 1
1.1.1 研究目的 1
1.1.2 研究意義 1
1.2 信任機(jī)制的研究現(xiàn)狀 2
1.2.1 國(guó)外的研究現(xiàn)狀 2
1.2.2 國(guó)內(nèi)的研究現(xiàn)狀 2
1.3 本文研究的內(nèi)容 3
2 C2C信任機(jī)制綜述 4
2.1 C2C電子商務(wù)概述 4
2.2 信任的定義 5
2.2.1 傳統(tǒng)信任的定義 5
2.2.2 電子商務(wù)信任的定義 6
2.3 C2C信任機(jī)制問(wèn)題分析 7
2.3.1 信任對(duì)電子商務(wù)的影響 7
2.3.2 C2C信任機(jī)制存在的問(wèn)題 10
2.4在線(xiàn)信譽(yù)系統(tǒng) 11
2.4.1在線(xiàn)信譽(yù)系統(tǒng)的概念 12
2.4.2在線(xiàn)信譽(yù)系統(tǒng)的作用 13
2.4.3在線(xiàn)信譽(yù)系統(tǒng)的分類(lèi) 13
2.4.4在線(xiàn)信譽(yù)系統(tǒng)的應(yīng)用 14
2.4.5在線(xiàn)信用評(píng)價(jià)機(jī)制的有效性分析 15
3 C2C信任機(jī)制的影響因素 18
3.1 信任模型介紹 18
3.2 C2C的傳統(tǒng)信任模型分析 18
3.2.1 傳統(tǒng)信任模型介紹 18
3.2.2 累加信任模型的優(yōu)缺點(diǎn) 21
3.3 信任模型的影響因素分析 22
4 基于推薦信任的C2C信任機(jī)制 24
4.1 模型思想 24
4.2 C2C信用計(jì)算模型 24
4.2.1 模型定義 24
4.2.2 模型構(gòu)建 25
4.3 模型檢驗(yàn) 26
4.3.1誠(chéng)信用戶(hù)模擬分析 26
4.3.2惡意用戶(hù)模擬分析 28
5 總結(jié) 31
參考文獻(xiàn) 32
致謝 34