Study On Model Of Reputation Of Trade Parties In C2C E-Commerce

With the rapid development of both internet and information technology, electronic commerce comes into being. It goes through a developing process consisting of sprouting, exploration to gradual maturity, and has been rapidly developed in many countries around the world. With the putting forward of concept of "Internet+", the trend of economic development based on e-commerce is increasingly evident. E-commerce has been widely applied to many aspects of different industries. C2C model, as one of the most important mode in e-commerce, changed traditional consumption style of face-to-face between trading entities. However, due to the feature of the asymmetric information between strange entities, online transactions, to some extent, have certain risks. Mutual trust between trading entities becomes more and more important to make a deal. In reality, with the development of C2C e-commerce, an increasing number of unfaithful entities have been emerging. Credit problem has become the bottleneck of sustainable development. How to establish the credit system of C2C e-commerce has been gradually concerned by scholars and business.Thus, in order to create an honest trading environment, in this thesis we propose two models to assess reputation of buyers and sellers respectively. The main research contents of this work are as follows.In the first part, the relevant theories of C2C e-commerce reputation and the formation principle of trading entities’reputation were introduced. Evaluating mechanism and model are summarized and analyzed as well. Basing on those, we specify put forward a method of reputation evaluation principle.In the second part, according to the process of trading in C2C e-commerce, this thesis studied comprehensively on credit of buyers and sellers based on initial registration aspect, successful trading aspect and returned goods aspect, and built respectively weighted model to compute initial reputation, successful trading reputation and returned trading reputation of both buyers and sellers. In the part of evaluation model of buyers’reputation, we analysis deeply dynamic utility of four trust factors, transaction value factor, feedback score of accuracy factor, time-value factor and return rate factor in evaluating buyers’reputation. In the part of evaluation model of sellers’reputation, we also deeply analysis dynamic utility of four trust factors, transaction value factor, credibility of score subject, time-value factor and return rate factor.In the third part, a simulation environment is designed to simulate online transactions. Feasibility and validity of evaluation model in this thesis are verified though an example. Simulation results demonstrate that both evaluation model of buyers’and sellers’reputation can make up for the deficiency of traditional model on evaluating trading entities initial reputation, and a buyer’or seller’dynamic reputation in different period can be compared as well. Compared with the existing rating model, the model is more of effectiveness ability in distinguishing reputation of trading entities. The fraud categories can be effectively identified thought the value of buyers’dynamic reputation. Evaluation model of sellers’reputation can improve the ability to resist fraud significantly, in low-price reputation deception, reputation collusion, and reputation slander.