【作者】 李璐；

【导师】 尤天慧；

【作者基本信息】 东北大学 ， 管理科学与工程， 2010， 硕士

【摘要】 随着网络和电子商务的普及,越来越多的人开始接受和选择网络购物,C2C电子商务更是凭借着较低的进入门槛和简单的交易流程受到很多个人用户的青睐。然而注册用户和信息量的急剧增长,以及越来越多网络信用问题的出现,使得潜在消费者经常会迷失在大量的商品和卖家信息中,无法建立良好的信任关系,而基本信任关系的建立是互不相识的人进行在线交易的前提。为此信用评价变得尤为重要,他人的直接交易感知通过评价反映为卖家的可信程度,为潜在消费者提供了参考依据,有利于良好信任关系的建立。因此,本文针对C2C电子商务中卖家信用评价问题进行了研究,主要完成了以下几方面的研究工作(1)对电子商务信用、信任、信用评价的相关概念进行了分析,并综述了目前电子商务信用评价中的常用方法及信用评价的研究现状。在此基础上提出了本文的研究问题,并明确了本文的研究目标、内容、方法及思路。(2)对C2C电子商务网站的主要信用管理手段进行了介绍,分析了目前常见的信用问题,并针对C2C电子商务信用评价在信用管理中存在的问题及可能带来的影响进行了分析。(3)分析了C2C电子商务中卖方信用的影响因素,并在此基础上,通过问卷调查和统计分析的方法,建立了一套C2C电子商务卖家信用评价指标体系。(4)明确了基于推荐的C2C电子商务信任的基本思想,并将基于推荐的信任用于卖家的信用评价,主要包括推荐用户识别和基于推荐的卖家信用评价,为买家在选择卖家时提供依据。(5)给出了一种推荐用户识别方法,即基于模糊聚类分析方法的推荐用户识别方法。同时,给出了两种卖家信用评价方法,即基于语言算子的信用评价方法和基于D-S证据融合理论的信用评价方法,并给出相应的算例。更多还原

【Abstract】 With the popularization of Internet and e-commerce, more and more people begin to accept and choose online shopping, in which C2C e-commerce has become more popular among individual users, because of the low barriers to entry and the simple transaction process. However, the rapid increase of information and the number of registered users, even more and more problems about credit, this situation make it hard for new consumers to find the information about products and sellers, and even hard to establish a good trust relationship. The trust is the premise for online transactions between people who don’t know each other before. So the credit evaluation in C2C e-commerce is so important, which can reflect the seller’s trust degree through other consumers who have had transaction with it. The result of evaluation is useful for new consumer to make decision and make a better trust relationship with seller before transaction.This paper studies the seller credit evaluation of C2C e-commerce. The main work is summarized as follows:(1) Review the concept about credit, trust, credit evaluation of e-commerce, the method used in credit evaluation in e-commerce and the recent research on credit evaluation of C2C e-commerce. Based on this propose the main research problems in this paper and make clear of the paper’s research target, content, method and idea.(2) Introduce the measures of credit management in C2C website, analyze the common credit problems and the problems of credit evaluation in credit management of C2C website.(3) Analyze the influencing factors of seller’s credit, based on these analyses an index system is set up to evaluate seller’s credit by virtue of questionnaire investigation and statistical analysis.(4) Analyze the basic thought about trust based on recommendation in C2C e-commerce, and use it for seller’s credit evaluation, including identify user for recommendation and credit evaluation. So it can give support for new buyer to choose seller.(5) One method is provided to identify user for recommendation, namely user identify method based on fuzzy clustering. Two methods are provided to evaluate seller’s credit, namely credit evaluation method based on linguistic operators and credit evaluation method based on D-S evidence theory. Then, the corresponding examples are given based on the index system, and further more the application of these methods are explained.更多还原