C2C交易中的动态信用评价模型

A Dynamic Trust Evaluation Model on C2C Marketplaces

近年来C2C交易平台上的商家有专业化的趋势,因此传统的基于个人交易的信用评价体系无法全面真实地反映一个网上店铺的信用。淘宝网借鉴B2C的信用评价方法,推出了店铺动态评分,但并未受到用户的欢迎。通过分析目前以淘宝为代表的信用评价体系存在的问题,提出一个动态信用评价模型,充分考虑C2C交易环节中的信任要素及其权重,并引入信用值随时间推移的动态变化。该动态评价模型对于构建一个信任的网络交易环境有积极的意义。

Today more and more users on C2C marketplaces turn to be professional sellers and their online stores become more like B2C websites.Since that,many C2C marketplaces introduced the trust evaluation model based on B2C to evaluate the credibility of each online store,like Taobao proposed the dynamic score in 2009.But the dynamic score had limitations on some aspects and aroused many criticisms.In this paper we analyzed the developing trend of C2C marketplace in China,and discussed the problems the present trust evaluating system faced.Base on that,we presented a dynamic model to evaluating the credibility of each store on C2C marketplaces.This model considered all the transaction factors and AHP was adopted to calculate the trust of transaction.Meanwhile,according the former researches,the current transaction records more than the history records,so a penalty/compensation function was introduced to describe the trust score will change with the time.This dynamic model will help to establish a credible environment on C2C marketplaces.