Research On Retail E-Commerce Credit Evaluation Mechanism In China

With the development of information technology, the network retail e-commerce gradually accepted by more and more consumers, user scale and the turnover increased year by year. But it also encountered in the process of development bottleneck of credit. The current credit evaluation mechanism provided by the online retail web site reduces the credit risk in a certain extent. There are however significant drawbacks with this approach. Research on how to solve the problem of retail e-commerce integrity in China, establish a set of reasonable and effective credit management and credit evaluation mechanism can not only promote the healthy and rapid development of retail e-commerce in China, but also to our country’s retail electricity enterprise in the international market to gain more market share and competitive advantage, It has very important practical significance.The paper begins with the concept of retail e-commerce and credit, describes the retail e-commerce and its characteristics, the retail e-commerce in China and its current situation of the development of the credit were analyzed and summarized in the first part. Then, combined with the actual e-commerce site, this paper discusses the current our country mainstream of two kinds of online retail e-commerce model of credit evaluation mechanism of the status quo, summarizes its main characteristics, puts forward the main shortcomings of its existence. Facing the current retail e-commerce problems that exist in the credit mechanism of China, the author established the improvement mechanism of China’s retail e-commerce evaluation. Combined with the platform and buyers evaluation to the businessman, comprehensive measure the static and dynamic credit, finally get the merchant’s comprehensive credit score. In the research on the Buyers of merchants dynamic credit evaluation, this article to a wider range of user evaluation for reference, combining the user’s credibility, the user’s factors such as the purchase amount, which Can effectively reduce false evaluation in the evaluation of user directly influence on the store credit, reduce the hype "credit", "malicious slander", etc. For in the current retail e-commerce buyers of credit evaluation, it plays an important role to business dynamic scoring mechanism of correction is of certain reference significance. Finally summarizes the point of view, and innovation and deficiency, prospects the future research on China’s retail e-commerce credit mechanism.The purpose of this paper is to use trust in transfer principle, the basis of the comprehensive evaluation method, combining with the results of other researchers put forward an improved credit mechanism, so as to effectively improve China’s retail e-commerce credit evaluation mechanism, reduce the credit risk of consumers to buy, to promote the further development of China’s online retail market.