The Research On The Selection Methed Of C2C Electronic Commerce Platform Based On Seller's Perspective

Nowdays, The international financial crisis has influenced China, but the situation of e-commerce is comparatively much better than the economic situation, especially customer to customer (C2C) e-commerce. Because of many business opportunities and the great advantages of C2C e-commerce, more and more users have own their online shops in C2C platforms.Of course,some uers own their online shops due to the employment pressure caused by economic crisis.No matter whether it is profit-driven initiative or job-oriented initiative,the demand of opening a online shop in C2C e-commerce platforms is increasing dramatically; Correspondingly, the munber and type of C2C e-commerce platforms is also growing rapidly.Under this circumstance,how to choose a C2C platform to open a online store as the seller's wish is an important issue and it calls for a scientific model to support the sellers'selection for C2C platforms.But, at persent, there is neither mature model nor scientific indiex system exsited supporting seller's decision making, when they decide to choose C2C platforms to own an online store.To solve this problem, a three-phased C2C platform choosen model is proposed.In pashes 1,establish a reasonable classification for seller's goods and get every categorie's corresponding C2C platform set,and then delete C2C platforms which are not satisfied with necessary indices as to good's priorities;in phase 2,for every C2C platform set,utilizing entropy fuzzy comprehensive evaluation method to evaluate every C2C platform as to some of the comprehensive indices to meet seller's erquirements and also tick out some platforms which are not meet the erquirements; in phase 3,all C2C platforms getting from former two phases will be evaluated by gray situation theroy and a rank will be given for seller's selection.the seller can choose any C2C platforms as their wish according to the rank and every good's corresbonding set about c2c platforms.Through the empirical research, the index system has been established and the subjective weights of the comprehensive evaluation index system are given.The majority aggregation ordered weighted average(MA-OWA) operator is uesd to aggregate experts's juge values for the selection of the preliminary index system. The Analytic Hierarchy Process (AHP) method based on least squares is used to aggregate expert's juge matrixes to get the six secondary indices'subjective weights, the MA-OWA operator is used again to aggregate experts's juge values and then normalized to get the 24 underlying indices'subjective weights for the follow-up calculation of the combined weights.An example shows that the model is significant and has theoretical basis.It can be able to support the sellers to choose C2C platforms as their wish.Finally, some limitations of the model and the future work for improvement are also proposed.