信用微观视角下的C2C卖家初始信用计量及实证研究

Empirical Research on Initial Credit Measurement of C2C Sellers from theMicro Perspective of Credit

目前对C2C卖家信用的动态性研究仅停留在卖家整体信用上,忽视了单笔交易中信用的动态性问题,且信用评价的定量表达与卖家信用构成无直接关联,导致信用评价结果与实际卖家信用本身的偏离。首先对卖家初始信用研究范畴进行界定,确定卖家初始信用的影响因素。其次,利用因子分析法确定其因子构成,建立信用评价定量表达与卖家信用构成的直接关联。通过实证研究验证在不同交易参数下卖家初始信用计量模型的有效性,可以为刻画和表达单笔交易微观视角下的卖家信用提供借鉴。

At present,the research on seller credit only stays on the seller’s overall credit,ignoring the dynamics of credit in a single transaction.The quantitative expression of credit evaluation is not directly related to the seller’s credit composition,which resulted in that the credit evaluation result deviates from the actual seller’s credit itself.Firstly,the research scope of seller’s initial credit is defined to determine the influencing factors of seller’s initial credit.Secondly,factor analysis approach is used to determine its factor composition and establish a direct correlation between the quantitative expression of credit evaluation and the seller’s credit composition.The results of the empirical study verify the effectiveness of the initial credit measurement model of the seller under different single transaction parameters,which can provide reference for the description and expression of the seller’s credit from the micro perspective of single transaction.