Collusion Risk Assessment And Early-warning Mechanism In C2C E-commerce Market

The development of e-commerce is closely related to people's life and social development.At the same time,under the virtual trading environment,users' collusive behavior makes complaints for China's C2C electricity supplier market such as inflated sales of goods,feedback information fraud,inflated reputation due to that the integrity of the system is not perfect.On the one hand,the collusive behavior destroys the e-commerce initiative for consumers online,and is not conducive to the healthy development of e-commerce.On the other hand,under the influence of collusive risk,consumers take on more shopping risks,as well as the risk that the quality,function is inconsistent with the expected utility and so on.The impact of commodity reviews,like the perceived utility of consumer experience,has a great influence on purchase decisions.Therefore,the cognition of the value of the sales volume like identifying the value of the product reviews is the basis for understanding the transaction risks.The virtual environment of e-commerce market and information asymmetry are the main factors leading to shopping risks online.C2C business collusive risks involve many indicators including search costs,commodity trading status,value,price,reputation,service shops,online reviews,information browsing behavior,account activity,residence time.In short,the establishment of an effective early-warning mechanism is imperative.In this paper,the author tries to study the collusive risk assessment model in the e-commerce market,and then puts forward the early warning mechanism for collusive risk.The main contributions of this paper are summarized as follows:Firstly,we analyze the development trend of China's C2C e-commerce market by taking state-of-the-art of e-commerce market in China as example.Secondly,we refine the behavioral characteristics of false reviews and inflated sales.Based on the theory of evidence network,an evaluation model is established to evaluate the collusive risks of C2C e-commerce market transactions.And the multiple linear regression is used to test the validity of the model.Thirdly,we put forward the early warning mechanism for collusive risks according to the purchase risk assessment model of some elements index.And countermeasures of early-warning mechanism are present for the network platform providers,the relevant laws and regulations,the seller behavior and security technology.