Research On E-commerce Merchant Credit Mechanism

At present,with the rapid development of Chinese E-commerce,China has been the world largest online retail market for five consecutive years since 2013.The Online retail has become an important part of E-commerce and the B2 C E-commerce platform of Online retail has gradually become the main way of consumer online shopping.E-commerce merchant credit is an important signal for merchants to transmit the quality of goods and services and merchant credit is one of the main factors affecting consumers' decision-making in online shopping.There is information asymmetry between merchants and consumers in E-commerce transactions.Merchants who have relatively more information about commodities and other information are the dominant party of information,while consumers who have relatively less information about commodities and other information are the disadvantaged party of information.At the same time,in the field of E-commerce transactions,there are illegal and irregular phenomena,such as brushing bills,speculation and false evaluation,which makes the problem of dishonesty in E-commerce transactions still more serious.The biggest problem of E-commerce credit is to break faith,create credit risk and cause credit crisis,which has become the most prominent problem in the research and practice of E-commerce credit and seriously hindered the development of E-commerce.Merchant dishonesty in E-commerce transactions has a greater impact on E-commerce transactions.In order to solve the credit problems in E-commerce transactions,it is necessary to analyze and study the credit mechanism of E-commerce merchants and related problems.In order to solve the credit problem in E-commerce transactions,this study first makes an economic analysis of the credit problem of E-commerce,and finds out the causes of credit risk and dishonesty in E-commerce transactions,as well as measures to reduce credit risk.Then it analyses the development and dynamic evolution process of credit risk in E-commerce,and finds that the key to solve the credit problem of E-commerce transactions is to solve the credit problem of merchants.Secondly,in order to solve the problem of single source of merchant credit evaluation data,an evaluation index system of E-commerce merchant credit based on social network is constructed to evaluate merchant credit more comprehensively.Then,in order to solve the problem of the authenticity and reliability of the evaluation data reflecting the merchant credit level in the E-commerce platform,a decentralized distributed E-commerce merchant credit evaluation model based on blockchain is constructed and applied.Finally,this paper analyzes the current situation of E-commerce credit governance in China,summarizes the ways of E-commerce credit governance,and puts forward the opinions and suggestions for E-commerce credit governance in China.The main work of this study includes the following four aspects:1.E-commerce credit risk analysis.Using information asymmetry theory,transaction cost theory and game theory to analyze the causes of credit risk and dishonesty in E-commerce transactions,and puts forward measures to reduce credit risk by reducing dishonesty.The evolutionary game theory is used to construct the evolutionary game model of E-commerce consumer group and merchant group,merchant group and regulator group.The dynamic evolutionary process of consumer,merchant and regulator's strategic behavior in E-commerce transaction and the dynamic evolutionary process of E-commerce credit risk are analyzed.Through the analysis,it is found that the key to solve the credit problems in E-commerce transactions and reduce the credit risks of E-commerce lies in solving the credit problems of merchants and reducing their dishonest behavior.2.Credit evaluation of E-commerce businesses based on social networks.The credit evaluation mechanism of E-commerce merchants reflects the credit status of the merchants,reduces the information asymmetry in E-commerce transactions,restricts the dishonest behavior of the merchants to a certain extent,and reduces the credit risk of E-commerce transactions.However,the existing E-commerce platform merchant credit evaluation mechanism mainly uses the relevant indicators data from the E-commerce trading platform itself to construct the E-commerce merchant credit evaluation index system to evaluate the merchant credit.The merchant credit evaluation data sources are single,and there are also illegal and illegal phenomena such as brushing bills,speculation and so on,which can't reflect the level of merchant credit comprehensively and objectively.In view of the single source of merchant credit data,this paper applies the social capital theory into the credit evaluation of E-commerce merchants,incorporates the influence of merchant social network as the social capital of merchant into the credit evaluation mechanism of E-commerce merchant and constructs the credit evaluation index system of E-commerce merchant based on social network.This paper collects E-commerce merchant credit evaluation index data and processes related index data.This paper establishes E-commerce merchant credit evaluation model based on social network,and uses processed index data on merchant credit evaluation model into empirical analysis,so as to conduct a more comprehensive evaluation of merchant credit.3.E-commerce merchant credit evaluation model based on blockchain.Aiming at the problem that it is difficult to ensure the authenticity and reliability of the evaluation data reflecting the level of merchant credit in the E-commerce platform because of the illegal and irregular phenomena such as brushing bills,speculation and false evaluation in the field of E-commerce transactions,this paper proposes a decentralized distributed E-commerce merchant credit evaluation model based on blockchain technology,and analyzes the application of this model in E-commerce transaction evaluation.The specific application of evaluation in the model provides ideas and methods to solve the problem that the evaluation data of E-commerce transactions may be forged and tampered with in the traditional E-commerce model.4.Ideas of credit governance in E-commerce.This paper analyzes the present situation of E-commerce credit governance in our country.Based on the existing E-commerce credit governance methods and the conclusion of this study,it puts forward the concrete measures of E-commerce credit governance in our country to promote the construction of our country's E-commerce credit system,improve the credit situation in E-commerce transactions and promote the sound and rapid development of E-commerce in our country.This research uses social capital theory to construct the credit evaluation index system and credit evaluation model of E-commerce merchants based on social network.It can evaluate the credit of E-commerce merchants more comprehensively,enriches the research and application of social capital theory and social network in the field of credit evaluation,and expands the research scope of social capital and credit evaluation of E-commerce merchants.The credit evaluation model of E-commerce merchants based on blockchain provides new ideas and methods for solving illegal and irregular problems in the field of E-commerce transactions,such as brushing bills,speculation and false evaluation,enriches the application scenarios of blockchain technology,and promotes the application of new technologies such as blockchain in the field of E-commerce.Relevant research can provide theoretical basis for the governance of E-commerce credit in our country thus promoting the sound and rapid development of E-commerce in our country.