Credit Evaluation Model Design Of Online Shopping

In recent years, with the rapid development of Internet application, more and more people begin to accept and choose the Online Shopping. But because of the particularity of the Online Trading, credit has become an increasingly important issue with the development of e-commerce market. So, set up a set of perfect credit evaluation system is regarded as a key factor of success of the Ecshop. Now, many domestic shopping websites have set up their own credit evaluation system, but the evaluation model is relatively simple. It can not reflect the true level of the subjects and can not avoid false trading, credit hype and other bad behaviors effectively. Therefore, establish a perfect and reasonable online shopping credit evaluation model is of great theoretical and practical significance.This paper deals with the characteristics of the network shopping, and various problems current network shopping credit evaluation are facing, puts forward the improved scheme, and establishes the model based on the evaluation process analysis of the existing network shopping evaluation model, and summarizes the advantages and disadvantages.First of all, the improved model of this paper establishes multilevel credit evaluation index system for online shopping, from merchandise, information, price, distribution, pay and service six aspects constructed respectively the seller's feedback credit evaluation index system, using the Fuzzy Comprehensive Evaluation method to the comprehensive index score calculation at all levels, and using the Analytic Hierarchical Process method to determine the model the index weight, users can evaluate the principal transactions more accurately and objectively,.Secondly, on the basis of the fuzzy comprehensive evaluation, the improved model of this paper considers some objective factors like the initial credit weight, the influence of transaction value, and constitutes the network shopping credit evaluation model based on the multiple factors, which can show the seller's credit standing more comprehensively, effectively and reasonably. Finally, this paper designs the fuzzy evaluation system that based on the structure of Brower/Server, using the ASP and Dreamweaver as a system front desk developing instrument, the IIS6.0 as the Server platform, the Microsoft Access as a backstage the database system, and realize the index factor storage with database technology, then improve the program's versatility.