摘 要

隨著電子商務的興起和快速發(fā)展，網(wǎng)上購物市場蓬勃興起，作為網(wǎng)上購物市場的重要組成部分，C2C電子商務為消費者提供了更大的選擇空間，但隨之而來的欺詐和投機交易行為不斷出現(xiàn)，使得消費者在網(wǎng)上購物時，需要花費大量的時間和精力辨別信譽較優(yōu)的賣家，增加了消費者網(wǎng)上購物的成本，阻礙了消費者網(wǎng)上購物的信心和積極性。因此，針對C2C電子商務環(huán)境下現(xiàn)有的信用評價模型所存在的問題進行改進，使其能夠更好的表現(xiàn)賣家真實的信用情況，將有助于幫助買家用更短的時間和更少的精力選擇到更優(yōu)的賣家，從而有效的減少機會主義賣家的投機機會，降低買家的網(wǎng)上購物成本，增加消費者網(wǎng)上購物的信心和積極性。
本文在分析現(xiàn)有C2C電子商務信用評價模型的基礎上，提出了一種基于退貨評價制度的C2C電子商務信用評價模型。具體研究內(nèi)容如下：
本文詳細分析了現(xiàn)有C2C電子商務信用評價模型理論的優(yōu)勢、不足與發(fā)展方向，找出了現(xiàn)有C2C電子商務信用評價模型的具體缺點，并在此基礎上提出了C2C電子商務信用評價模型的改進需求；對現(xiàn)有的C2C電子商務信用評價模型進行了改進，提出了新的信用評價模型。該改進主要由交易流程的改進、增加評價權(quán)重和加強懲罰機制三方面構(gòu)成：首先將原交易流程中的退貨后互不評價改進為退貨后仍然進行評價，并引入正常退貨與非正常退貨的概念；然后在評價的累積過程中增加交易金額和買家的信用等級兩項權(quán)重以增加信用度的可比性；再然后采用滾動清除長期信用和對非正常退貨進行嚴厲懲罰的手段來增加懲罰機制；最后在MATLAB中對各類型賣家在新舊模型中的信用度累積和平均得分的變化趨勢進行仿真研究，驗證新的信用評價模型的有效性。
本文改進后得到的C2C電子商務信用評價模型能夠較好的識別機會主義賣家的投機行為，遏制信用炒作和投機欺詐的發(fā)生。

關(guān)鍵詞：C2C；電子商務；信用評價；退貨；加權(quán)平均







Abstract
With the rising and rapid development of e-commerce, online shopping was booming, As an important part of e-commerce, the C2C(consumer to consumer) e-commerce provides a greater choosing space for consumer, but the fraud and speculation actions came with e-commerce become familiar, which make consumers spend a lot of time and efforts on identifying the better credibility of the seller in online shopping, thereby, it increases the cost of consumer in online shopping and hinders their confidence and active in online shopping. Therefore, improving the existing credit eva luation model of C2C e-commerce, solving its problem to make the model tell buyers the truth of the sellers better, will help buyers choosing more excellent seller with a shorter time and less energy, and then reduce speculation effectively, decrease the cost of online shopping, enhance the buyers’ confidence and active in online shopping.
Based on the analysis of the existing credit eva luation model for C2C e-commerce, this paper proposed a credit eva luation model for C2C e-commerce based on the comment after returning purchases. Specific contents are as follows:
This paper analyzes the superiors, weaknesses and developmental direction of the existing credit eva luation model theory for C2C e-commerce, to find specific shortcomings of the existing credit eva luation model for C2C e-commerce, and put forward on this basis, proposed improvement needed of the existing credit eva luation model for C2C e-commerce; improved the existing credit eva luation model for C2C e-commerce to proposed a new credit eva luation model. The improvement was mainly about improving of the trading process, adding the eva luation weight and strengthening of penalties: First, change the original transaction process of no comment after returning purchases into comment after returning purchases and introduce the concept of non-normal return; and added two weight that transaction amount and credit rating of buyers to the model in the process of eva luation accumulating to increase the comparability of credit; then clear long-term credit by roll and punish the sellers who has non-normal returns; finally, simulated the credit accumulation and trends in the average scores of all types of sellers in the two different models to verify the effectiveness of the new credit eva luation model.
This improved credit eva luation model for C2C e-commerce can discover the speculation of the opportunistic sellers and curb credit fraud and speculation from happening.

Key words： C2C； e-commerce； credit eva luation； return purchase； weighted average
目 錄
摘 要 I
Abstract II
目 錄 IIV
Contents VII
第1章 緒論 1
1.1 研究的背景、目的與意義 1
1.1.1 研究背景 1
1.1.2 研究目的 2
1.1.3 研究意義 2
1.2 國內(nèi)外研究現(xiàn)狀及發(fā)展趨勢 3
1.2.1 國外研究現(xiàn)狀 3
1.2.2 國內(nèi)研究現(xiàn)狀 4
1.2.3 信用評價模型發(fā)展趨勢 6
1.3 研究內(nèi)容與研究方法 6
1.3.1 研究內(nèi)容 7
1.3.2 研究路線 7
1.3.3 研究方法 9
1.4 研究的創(chuàng)新點 10
第2章 相關(guān)理論基礎 11
2.1 C2C電子商務概述 11
2.1.1 電子商務的定義 11
2.1.2 電子商務的分類 11
2.1.3 電子商務的功能 12
2.1.4 電子商務的特點 13
2.1.5 電子商務的優(yōu)勢 14
2.1.6 電子商務面臨的問題 15
2.1.7 電子商務的發(fā)展趨勢 16
2.2 信用評價概述 17
2.2.1 信用及信用評價 17
2.2.2 信用評價的作用 18
2.2.3 信用評價的有效性的理論研究 18
2.2.4 信用評價機制..