The Research Of C2C E-commerce Credit Management Based On The Customer Evaluation

With the rapid development of the Internet technology in China, E-Business has got through and achieved. With the rapid popularization of the Internet and flourishing development ofe-commerce,More and more people start to shopping on the Internet, especially fromC2C trade. However,the problem of consumer trust has become one of the main problems hampered the development of C2C. According to CNNIC (China Internet Network Information Center) released the "2006 China C2C Online Shopping investigation report "that, as at March 2006, Beijing, Shanghai and Guangzhou cities in the three C2C online shopping consumers a total of 200 million people. in the Internet penetration rate reached 16.2%. In 2005, in Beijing, Shanghai and Guangzhou cities in the taobao, eBay,paipai. such C2C website to nearly 7.4 million people, 2005 per capita in C2C website to 7.33 times. From this we can see that China's C2C online shopping market in full swing, and good prospects for development. With the further popularization of the Internet and online shopping for the increase understanding, C2C online shopping market will continue to prosper.However, Chinese consumers are facing the "Trust Crisis" at the same time. As the Internet overall-trust plays an important role in consumers' buying decision, the loss of trust in the online market remains the main obstacle to progess.) These problems of trust impenetrate the whole of trade process influence the development of EC market. Trace to its theoretic source.Especially at the field of C2C E-Commerce,the problems of trust that result from individual uncertainty, the fictitious and open Internet blocks C2C development of E-Commerce, becoming its bottle neck.)The statistic report from CNNIC (China Internet Network Information Center) says that the most serious problems are related with trust such as quality of goods, service and security. In a word, it is an important subject on studying E-Commerce management that research the theoretical root and solving for C2C E-Commerce.This dissertation analyzes the trust problems of C2C E-Commerce development and the present research condition and tendency on the civil and external management in online auction in China through looking up domestic and international relevant documents, which is based on emergence of E-Commerce, especially the appearance of C2C E-Commerce, development and the problems.This paper first chapter discusses the purpose of this research significance and he research in the field of the status and the study methods and ideas The second chapter describes the e-commerce concepts and definitions, Preliminary analysis of the development of e-commerce and C2C e-commerce development status, and from the macro, technology, and man-made three shows C2C e-commerce development of the existing problems. The third chapter describes the concept of trust and confidence in the classification, C2C e-commerce and e-commerce trust in the concept, and focused on analysis of the C2C e-commerce site, the trust model -- including the site of trust and confidence of trading partners. The fourth chapter presents a sample of choices, ! the aggregate hold our C2C website transactions share more than 90% of eBay eBay and TaoBao. paipai three C2C e-commerce Web site for the study.Then puts forward ten key factors which influence theestablishment of the credit relation in C2C E-Commerce, And summarizes the current C2C e-commerce website of the credit management practices Finally, we discuss the current C2C e-commerce website integrity management mechanisms existing deficiencies. The fifth chapter summarizes the C2C e-commerce website based on the evaluation of the individual customer credit evaluation model and such credit evaluation model shortcomings and inadequate Finally, this model of recommendations for improvement. The six chapter raised this theoretical and practical significance and limitations about this paper.This paper use the outstanding C2C website eBay and TaoBao integrity of the management mechanism as case for empirical analysis, C2C e-commerce website for the personal credit management methods and results of specific studies. Integrity management mechanism found in C2C transactions did play an important role.excellent C2C networks, by exemplification. We find that the mechanism play animportant role in C2C trade. This article points out that the combining use of the three credit management methods, which include the personal credit evaluation model,the real name authentication and the security payment tools, is the key to success of the use of credit management on the auction website. Focusing on the analyses of the use and its validity of the personal credit evaluation model,this article points out its defects and offers some suggestions. The three auction websites studied in this article occupy more than 90% of the market share in our country, their cases are very typical. The outcome of this article can be used for reference for uprising of the credit management level in the C2C E-Commerce.