基于卖方个人信用的电子商务交易主体信用评价研究

Study of the Credit Evaluation on E-business Trade Subjects based on Sellers' Personal Credit

随着我国电子商务的快速发展,电子商务交易主体信用评价体系建设已成为规范电子商务市场经济秩序的重要基础。以模糊综合评价法、层次分析法为基础,从基础评价、关键评价、参考评价和重点评价四个方面构建卖方个人信用评价指标体系,并建立信用评价模型。实证研究表明,该信用评价模型具有一定的可用性和科学性。

With the quick development of China’s e-business,the construction of a credit evaluation system for e-business trade subjects has become an important foundation to regulate the economic order in e-business market. Based on FCE （flizzy comprehensive evaluation） method and AHP （analytic hierarchy process）,this paper constructs an index system to evaluate sellers5 personal credit and build a credit evaluation model from four aspects, i.e., basic evaluation, key evaluation, reference evaluation and important evaluation. The result of the study shows that the credit evaluation model is applicable and scientific to a certain extent.