Research On The Evaluation Of Retail E-commerce Business' Credit

Shopping online is rapidly integrated into people's lives with the development of Internet and information technology.However,the credit problem in the network transaction has become increasingly prominent due to the reasons such as information asymmetry between the parties and inaccessibility of goods and service for the buyers in the e-commerce environment,which seriously hindered the steady development of the retail e-commerce in China.To study how to solve the credit problems of retail e-commerce businesses and to construct a set of feasible index system and method of credit evaluation is the key to avoid credit risk for the e-commerce platform and to protect legitimate rights and interests for the consumers.On the premise of analyzing the present studies of credit evaluation in retail e-commerce at home and abroad and according to theory of retail e-commerce,theory of credit evaluation and theory of intuitionistic fuzzy analytic hierarchy process,a systematical analysis of retail e-commerce credit is conducted.The present environment and status of retail e-commerce are fixed,and the credit problem in the retail e-commerce are analyzed,and it is further definite that evaluation system of business' credit is the focus of this paper.On this basis,factor analysis is used to quantitatively analyze the composition of index,and the evaluation index system of retail e-commerce business' credit is designed.Considering the superiority of intuitionistic fuzzy sets in solving uncertain problem,the evaluation model of retail r-commerce business' credit based on intuitionistic fuzzy analytic hierarchy process(IFAHP)is constructed and an integrated credit evaluation on an e-commerce company is made through an example.The results show that the IFAHP can significantly improve the accuracy and reliability of evaluation comparing with current evaluation method of e-commerce sites.Comprehensive evaluation index system and flexible evaluation method can effectively reflect the real credit level of retail e-commerce businesses.However,a mere sound credit evaluation system can not yet completely solve the credit problem in the retail e-commerce market.Government still need to improve e-commerce legislation and industry standards,third-party credit rating agencies have to be established,and consumer credit feedback mechanism need to be strengthened.Each participant has to make effort to build the credit system construction to promote the development of retail e-commerce.