Research On Credit Value Measurement Model Integrating Online Social Capital In The Internet Environment

Credit is a key factor that affects the success probability of economic activities.It has an important social utility and economic value.The premise of credit to exert its inherent value is representing it thi'ough objective information.In credit ecosystem credit value,in the form of credit score or credit level,can be produced,used and destroyed in the moral dimension and the legal principle dimension.Nowadays,the Internet penetrates into every aspect of our daily life,credit services,including but not limited to credit loans,credit consumption,credit education,credit care,are offered to people and enterprises with high credit value conveniently.The prevalence of enjoying credit applications indirectly leads the public and the enterprises to a better understanding of the importance of credit value.However,credit business started late in China and the credit industry is also relatively backward compared with developed countries.Gaps not only lies in credit products,technology and services,but also in credit consciousness,national credit systems,credit rating operation norms,credit rewarding and punishing mechanism,credit rating supervision systems,and credit related law construction.Based on ecosystem theory,synergistic symbiosis theory,social capital related theoiy,three-dinensional credit theory,tie strength theory and structural hole theory,this paper first studied the differences between internet credit and traditional credit,discussed the main elements of internet credit ecosystem,from aspects of both natural ecology and population ecology,focusing on the concept,connotation,elements and the intermal relationships between them.By doing comparative analysis in the data source,credit subject,application method and application field,the advantages and disadvantages of traditional credit and internet credit are explained from four aspects accordingly,as well as the abstraction and characxeristics of internet credit.After that,a new perspective of credit ecosystem is presented in which the interdependent and interactive organic relationships are discussed from horizontal,vertical and oblique directions.Same tactics and strategies of developing good credit ecology is suggested from the dimension of openness,synergy,innovation and dynamic balance.Then,according to the functions played by the key populations in the Internet credit ecosystem,this paper establishes credit value measurement models from the aspect of the social capital for individuals and enterprises respectively:(1)Based on the personal credit theory of three-dimensional credit theory and online social capital theory,this paper proposed a personal credit value measurement model integrating online social relationship from the micro level.The core idea of the model is introducing online social capital into credit value management model.The nodes' attributes including the location of the network,the influence of its friend nodes,the strength of its relationships,etc.Since the social capital is preliminary determined by the position of the individual in the social structure,and the resources brought by their friend node will be different due to the difference in the degree of trust between individuals.This paper established a personal credit value measurement model in which the tie strength,both direct and indirect,as well as the nodes' attributes are considered,mainly based on the interaction dimension and similarity dimension.In the model,k-core decomposition method and trust propagation mechanism with an attenuation coefficient.For empirical analysis,a social relationship network data is collected as experimental data set with the basic information and Alipay sesame credit data of each node.Comparison research is conducted and computational results are visualized by MATLAB,coming up with the conclusions that the higher level the user in the core position the more online social capital the user gets.To verify the validity of the model,the author selects several nodes with different credit adjustment scores to conduct return visit investigation and found that the credit adjustment score is higher with higher social capital.(2)Based on the enterprise credit theory of three-dimensional credit theory and online social capital theory,this paper proposed an enterprise credit value measurement model integrating online social capital from the macro level.First,the key factors are summarized which affect the tie strength between nodes in the enterprise graph,centered on investment relationship and employment relationship.Qualitative and quantitative methods are used to construct strength model,coming up with quantified tie strength values.On this basis,combined with the characteristics of the enterprise node and its high manager nodes,as well as the location information,organization structure and other data,the paper proposed an enterprise credit value measurement model,using complex network analysis method.Then,relevant data is collected for experimental research,and the adjustment credit scores of enterprise nodes are calculated,which is in line with the model expectation,reflecting not only the direct social capital of the source node,but also the indirect social capital derived from its friend nodes.Finally,due to the issues of personal privacy disclosure,credit data tampering,and the legal boundary of data credit commercialization,this paper designed a decentralized big data credit management prototype system,named Borrow DApp,using blockchain technology.The prototype system is discussed from the theoretical level,considering the characteristics of trust,in which a multi-source data sharing framework is proposed.The security of sharing data among members in the alliance can be guaranteed and the potential value of the data is maximized.Based on the framework,a big data credit platform is designed from the system level for personal and enterprise credit evaluation,including data pre-processing module,data visualization module,programmable API interface and so on.System users can build a universal credit metric model selecting configuration they need.The research is of great significance to internet finance,big data credit measurement,and online social capital theory practice.