一种面向欺诈规避的C2C电子商务信用评价模型设计

The Design of the Credit Evaluation Model of C2C E-Commerce Oriented to Fraud Avoidance

C2C电子商务模式由于虚拟性和信息的不对称性,导致交易欺诈现象频发,信用问题日增。论文以淘宝网为例,分析其信用评价模型优缺点,基于其评价模型的不足,借鉴和采用层次分析法及信用衰减等方法,引入信用衰减时间、交易价格、买家信用、欺诈处罚等因素,改进设计多因素衡量的信用评价模型,对C2C信用真实评价及欺诈风险防范具有现实意义。

Due to the virtual nature of C2 C e-commerce mode and the asymmetry of information, the transaction fraud is frequent and the credit problem is increasing. Taking Taobao as an example, the paper analyzes the advantages and disadvantages of its credit evaluation model. Based on the deficiency of its evaluation model, the AHP and credit attenuation methods are adopted, and the factors such as credit attenuation time,transaction price, buyer＇s credit, fraud penalty and so on are introduced, so as to improve the design of credit evaluation model of multi-factor measurement. It is of practical significance to the true evaluation of C2 C credit and the prevention of fraud risk.