Research On The Establishment And Application Of Personal Credit System Based On Internet User Behavior

Risk control is the core element of any financial system, and credit and credit investigation is the important guarantee for the Risk control and even the stability of the modern financial system to normal operation.In recent years, the progress of network information technology and the development of large data and cloud computing technology, so that an increasingly sound information environment can be formed, thus enabling financial institutions in the personal credit assessment of the introduction of Internet user behavior indicators. With the opening of eight institutions to carry out personal credit information business which Central Bank of China authorized in 2015, Internet industry which holds a large number of Internet user behavior data inevitably become a part of personal credit system.Internet credit makes a huge change to the traditional credit business.The data collected of the Internet credit investigation is the data of the users’ Internet behavior. The amount of data is abundant, the source is wide and the real time. This ensures that the use of network behavior data for personal credit assessment can be more comprehensive, complete and timely reflection of the user’s personal credit characteristics and changes,Which is difficult to achieve in the traditional credit system. However, the amount of data and complexity of the Internet credit information is much more than the traditional credit, so how to identify the data to reflect the user’s credit level and the establishment of the model dimensions, and use this model to evaluate the user’s credit situation is a significant practical significance and value.According to the above, this article is based on social capital theory,information asymmetry theory and so on as the theoretical basis, with the help of the behavior analysis of network users, crawling the relevant data,set up from the personal network behavior of credit evaluation model .the use of AHP fuzzy comprehensive evaluation of the model to establish the weight set and reviews set and finally try out a test result, and finally use the most mature network behavior based personal credit system--Sesame Credit as an example, study its data sources and evaluation system, draw the conclusions of this paper and make recommendations for the future development of China’s Internet credit industry to provide reference.