电子商务信用评价体系改革探究——以淘宝网为例

Reform of E-commerce Credit Evaluation System——Taking Taobao as an Example

我国电子商务的健康发展需要一套完善的信用评价体系做保障,目前,国内现行的电子商务信用评价体系过于简单,由于买卖双方信息的虚拟性与不对称性,造成此信用评价体系存在许多漏洞与不足。本文对淘宝网现行信用评价体系进行分析研究,提出以情感分析为基础的商品评价模型构建,并提出只做评价情感分值,不刻意体现好中差评;取消平台后台自动评论与修改中差评功能;买家好评率展现等建议,以推动我国电子商务信用评价体系的进一步完善。

The sound development of e-commerce in China depends on a perfect credit evaluation system.However,the existing system is too simple.Due to the information of buyers and sellers is virtual and asymmetric,there arose many loopholes and deficiencies.Through analysis and research of Taobao's current credit evaluation system,this paper proposes constructing a commodity evaluation model based on emotional analysis,only giving emotional rating points without deliberately reflecting the degree of evaluation.Besides,to further improve China's e-commerce credit evaluation system,the function of automatic evaluation and modification in the background should be canceled and the rate of buyers' favorable comments be shown.