基于淘宝的卖家信用动态评价模型改进研究

Study on Improvement of Dynamic Reputation Evaluation Model in C2C Market

在C2C电子商务中,卖家的信用评价成为买方规避不确定性与交易风险的重要指标。目前国内以淘宝为代表的C2C电子商务采用的信用评价方法是简单的互评机制。这种方法在实际应用中忽略了信用的生命周期、信用的评价权重、顾客满意度评价尺度差异等重要因素,得出的卖方信用水平与其实际值偏离较大。论文在已有信用评价方法中引入信用的评价权重、顾客满意度评价尺度差异、初始评价值等因素,对已有的信用评价方法与模型做出改进。改进后的动态信用评价模型较好地解决了目前存在的信用评价失真问题,具有一定的现实意义。

Seller reputation evaluation is a critical factor for buyers to elude the uncertainty and risk in the rapidly developed C2C market.The simple mutual evaluation,adopted in China C2C market,neglected the impact from the information life-span,the weight of reputation,the differences of customers’ satisfactory diversity etc.,which leads to a great fuzz from the accurate value.The missing factors are considered to offer an improved model,which will bring about a more accurate result.