消费者对消费者电子商务网站信誉评价模型研究

Research on Reputation Assessment Model of C2C Electronic Website

消费者对消费者(C2C)的电子商务交易因其匿名性和流动性,信誉问题成为C2C网站是否成功的关键所在。目前各大主要的C2C电子商务网站信誉评价系统过于简单,不能很好地防止网上欺诈。本文从评价等级、评分标准、初始信誉值设定及用户评价可信度等方面进行探究,建立了一个改进的信誉评价模型,并通过实例对其运用进行了分析,结果显示,改进的评价模型对反映用户的真实信誉值有了很大的提高。因为其用户评价的可信度由其直接可信度和间接可信度组成,所以在一定程度上防止了炒作和诽谤。

Because the current reputation assessment system of the main C2C website is too simple, we can not prevent deceiving on electronic transaction. There are four dimensions in customer evaluation, namely product, service, distribution and payment. The author puts forward an updated reputation assessment model and analyzes the application of this model with the help of a case. It shows that this model can help improve the factuality. Because the reliability of this assessment is composed of the direct and indirect reliability, this model can help prevent sensationalization and slender.