A Study Of Creeit Evaluation Model For E-businessman In C2C E-commerce

In recent years, the popularity of computer technology makes the advantages of highly interactive, convenient, equality and transparency of the unique nature of the Internet gradually revealed. These advantages allow consumers and business between consumers get more opportunities to exchange views and share information on the Internet platform. The rise of e-commerce had a huge impact on traditional commercial activities and is quietly affecting and changing the way people live and work. Many data shows that China’s e-commerce continues the trend of rapid development. Although the data show a slight slowdown in the growth rate of Internet users, but e-commerce is having a growing upward trend and has good space for development. It is not only a complementary of traditional consumption may even become an alternative. Unlike in the past, technical issues of e-commerce are no longer a major bottleneck in the development of e-commerce; instead credit has become an important factor affecting the development of electronic commerce. Openness and virtual nature of e-commerce online shopping transactions is making the importance of credit transactions more and more important. Lack of e-commerce in credit led to the emergence of frequent online fraud, trade disputes and other phenomena. Thus it is not only affecting the normal order of marketing, but also limits the further development of China’s e-commerce. To resolve the phenomenon of online fraud, trade disputes caused by the lack of credit, many domestic and international e-commerce sites have established their own credit rating system. However, some researchers found that their evaluation model is too simple with no specific evaluation. Besides, the credit score of the model is accounted with a simple accumulation model which is simple but has big limitations.Based on existing research, the paper pointed out that the existing C2C e-commerce credit evaluation model for e-businessman has following major issues. Firstly, it lacks of consideration for the transaction amount. Secondly, it has not considered the credibility of the buyer when they gave a score for e-businessman. Thirdly, without accounting the weight of the evaluation time may make a false evaluation of e-businessman. At last, the credit rating scale is too simple and objective indicators and dynamic initial credit score points should also be considered. To solve these problems, based on previous studies, this paper builds a new credit evaluation model for e-businessman. The new model is based on the feedback evaluation index for e-buyers and aggregating model of evaluation credit. To solve the problem of simple credit rating scale and the lack of considering of dynamic objective index, this paper constructed a feedback evaluation index for e-buyers to make a more detailed evaluation for e-businessman. In order to reflect the impact of the transaction amount more objectively in credit evaluation, this paper considers the value of the transaction amount as the amount of trading under a single category of cases. For lack of buyer credibility in credit evaluation, based on existing research, this paper gives an appropriate weight according to the buyer credit rating. For the issue of lacking consideration of the affecting of trading hours, the paper takes the time of the establishment of the shop into account. For the case of new sellers have no initial credit score, this paper introduces a third-party authentication mechanism, then combined with the number of third-party authentication service items which the sellers has already went through and the corresponding weights to give an initial credit points of the seller shop. Based on the above work, combined with a feedback evaluation index and the consideration of the credibility of the buyer credit, time, the weight of the transaction amount, a comprehensive evaluation model is built.