Study, Based On E-commerce Credit Evaluation Mechanism Of Third-party Platform

Credit crisis has been the most critical restriction factor in the development of E-commerce. Building and perfecting the feedback mechanism is a powerful measures in the solution of credit crisis.Through analyzing the credit of E-commerce in detail, this paper uses for reference from the model domestic and overseas and considers Taobao website as research object. This paper shows the operation mechanism of E-commerce feedback mechanism from effectiveness and improvement by the methods of quantitative modeling, sampling statistics and simulation experiment.Based on the basic characteristics of C2C E-commerce, we define buyer's risk discount factor and misjudgment probability in C2C markets, develop a model about feedback mechanism, and analyze the double-marginal effect of feedback mechanism on the buyers and sellers' behavior chosen. The result shows feedback mechanism plays a positive role on two aspects: inducing sellers' honest behavior and providing credit information for buyers.Through analyzing the defects in feedback mechanism, we design a new mechanism based on Bayesian belief adjustment. We adjust the different feedback scores by buyers' different credits, and validate the efficiency of this improved mechanism which inducing sellers' honest behavior in C2C market.And then, we use MATLAB to design a program of Monte-Carlo sampling method to simulate online business. The first simulation system simulates actual C2C markets based on the prototype of Taobao' feedback mechanism. The experimental results show that the current feedback mechanism will have positive impact on the behavior of buyers. The second simulation system also simulates actual C2C markets. The experimental results show the effect of dishonest sellers' dishonest behavior by changing buyers' misjudgment probability. The third simulation system simulates both actual and improved mechanism. The experimental results show the advantages of improved system by compare the change of the proportion which dishonest seller take dishonest behavior.The conclusions we gain in this paper will help for the third party E-platform who organizing C2C transaction to design and implement valid feedback mechanism to enhance the efficiency of E-commerce.