Research On Credit Evaluation In C2C E-Commerce Website

With the development of electronic information technology and the popularity of the Internet, the electronic commerce (e-commerce) emerged as a new business model. For its advantage of cross-regional, low-cost, high efficiency and convenience, e-commerce has gained rapid development, and online shopping has gradually become the living habit of Chinese citizens. However, in the process of the development, credit problems have happened frequently, which hinders the sustainable and healthy development of e-commerce. Therefore, building an effective credit evaluation system is of great significance for the norms of transactions and integrity shopping environment.Firstly, this paper uses game theory to explain the credit problem in C2C e-commerce market. Conclusions are as follows:In the complete information static game, the seller will tend to cheat; in the complete information dynamic game, the seller will give up short-term speculative behavior for the long-term interests; in the incomplete information dynamic game, by introducing KMRW reputation model, the paper finds that cooperative behavior can arise in a finitely repeated game. Reputation as a mechanism that can guarantee the smooth cooperation, which can motivate the seller hiding his rationality to operate with integrity in order to get more revenue.Then, by the analysis of the defects of Taobao’s existing credit evaluation system, the paper establishes a new credit evaluation system for the e-commerce website on the basis of AHP fuzzy comprehensive evaluation method.Finally, the calculation model for credit value is given, which synthesizes buyers credit value, transaction amount, credit history and other factors.