C2C Reputation Evaluation Research Based On Sporas Model

In recent years, the development of e-commerce is very rapidly.As one of the modes of e-commerce,C2C has growed very quickly and become part of people’s daily lives.However,at the same time,a lot of issues has come out, including the question of trust which is the most important. In the environment of C2C,the transaction parties are individual consumers or smaller businesses and the two sides do not know each other,this particular transaction mode determines that C2C trust problem is even more severe.So this paper has studied the trust of C2C.Now, C2C e-commerce sites use reputation evaluation model to solve trust problems,most of them use the accumulation reputation evaluation model.To some extent,the use of model let people who do not know each other have a preliminary understanding, and thus promote the completion of the transaction, but the reputation values are not objective enough. The paper has proposed a improved model based on Sporas model, combining with the accumulation model and previous studies. The Sporas model has considered evaluator credibility and so on factors which would impact the values of reputation. The paper proposes an improved model based on Sporas model.Because of the dynamic nature of trust, the improved model introduces an decreasing function of time, then the reputation vaule can dynamically change with time.Finally, through cases,the paper verified the validity of the model. The improved model could reflect the seller’s credibility more truly, and improve the problem of information asymmetry in the transaction process. Meanwhile,the improved model has introduced the time factor, so that the reputation value could decrease over time and encourage the parties to be honesty.