网络零售市场信用机制优化研究

Research on the Optimization of Online Retail Market Credit Mechanism

随着电子网络交易规模的扩展,信用风险阻碍网络经济进一步发展的问题日益凸显。尽管现行的一些网络零售网站设计的信用评价体系在一定程度上降低了网络交易的信用风险,但仍然存在明显不足。借鉴以往研究成果,基于信任传递原理改进信用计分机制,可有效改善我国网络零售商信用评价机制,有效降低用户虚假评价及其他蓄意破坏行为对我国网络零售市场信用系统的影响,反映店铺真实的信用度,降低买家因信息不对称和时空分隔带来的不信任,降低消费者购买的信用风险,同时为卖家提供一个公平的竞争环境,为我国网络零售市场健康发展奠定一个良好的信用基础。

Along with the rapid development of the network retail trade, credit risk has become the main bottlenecks of its further development. The current credit evaluation system provided by the online retail web site reduces the credit risk in a certain extent. There are however significant drawbacks with this approach. In this paper, based on the trust transfer principle and combining previous research results, the author puts forward an improved credit scoring mechanism which can effectively improve the existing evaluation mechanism of China’s online retailers’ credit, effectively reduce the impact of users’ false evaluation and other intended act of sabotage on the credit system of China’s online retail market, reflect the real credit situation of online shops, alleviate the distrust brought by information asymmetry and space-time separation, reduce the credit risk of customer purchasing and provide the sellers with a more fair competitive environment to lay the credit foundation for the health development of China’s online retail market.