Research On The Improvement Of C2C E-commerce Credit Evaluation Model Based On Feedback After Returning Purchase

With the rising and rapid development of e-commerce, online shopping was booming, As an important part of e-commerce, the C2C(consumer to consumer) e-commerce provides a greater choosing space for consumer, but the fraud and speculation actions came with e-commerce become familiar, which make consumers spend a lot of time and efforts on identifying the better credibility of the seller in online shopping, thereby, it increases the cost of consumer in online shopping and hinders their confidence and active in online shopping. Therefore, improving the existing credit evaluation model of C2C e-commerce, solving its problem to make the model tell buyers the truth of the sellers better, will help buyers choosing more excellent seller with a shorter time and less energy, and then reduce speculation effectively, decrease the cost of online shopping, enhance the buyers'confidence and active in online shopping.Based on the analysis of the existing credit evaluation model for C2C e-commerce, this paper proposed a credit evaluation model for C2C e-commerce based on the comment after returning purchases. Specific contents are as follows:This paper analyzes the superiors, weaknesses and developmental direction of the existing credit evaluation model theory for C2C e-commerce, to find specific shortcomings of the existing credit evaluation model for C2C e-commerce, and put forward on this basis, proposed improvement needed of the existing credit evaluation model for C2C e-commerce; improved the existing credit evaluation model for C2C e-commerce to proposed a new credit evaluation model. The improvement was mainly about improving of the trading process, adding the evaluation weight and strengthening of penalties: First, change the original transaction process of no comment after returning purchases into comment after returning purchases and introduce the concept of non-normal return; and added two weight that transaction amount and credit rating of buyers to the model in the process of evaluation accumulating to increase the comparability of credit; then clear long-term credit by roll and punish the sellers who has non-normal returns; finally, simulated the credit accumulation and trends in the average scores of all types of sellers in the two different models to verify the effectiveness of the new credit evaluation model.This improved credit evaluation model for C2C e-commerce can discover the speculation of the opportunistic sellers and curb credit fraud and speculation from happening.