Research On Credit Evaluation Model For C2C E-commerce Site

Research on Credit Evaluation Model for C2C e-commerce Site——Case in TaoBaoThe openness and virtual of Network make credit problems become an important factor that hinder the development of electronic commerce.Our country's credit system is relatively backward, for how to establish the C2C e-business credit mechanism and related theory method has not been depth studied. The transaction security is one of the core questions online transactions, but traders reputation assessment and trust management is the basis and difficulties transaction security. The premise condition is traded on each other's reputation by assessment, build trust relationship between traders. Both sides of the mutual trust will determine if trading relationship will happen and level of Investment trading. Compared with direct face-to-face transactions, on-line transactions of the parties's reputation assessment is very important, because on-line transactions are complex, and trading online is virtual and anonymous , make speculation in the deal happen from time to tome, therefore must improve the credibility of online transactions, reduce transaction risks.The existence of malicious traders in the online trading would damage the reputation assessment system validity and availability. This paper research C2C e-commerce sites credit evaluation model and algorithm, analyzes the shortcomings of the existing evaluation model, establishes a new C2C e-commerce sites credit evaluation model. Based on the improved model, puts forward a new credit evaluation algorithm; reference in interpersonal network based on the recommended trust relationship methods , to strengthen the consideration of safety problems such as deception ,collusive, denigrate.Using the improved DouWen model in e-commerce, can reduce undesirable impact which comes from false evaluation, ensure the development of electronic commerce is healthy and standard.