Credit Evaluation Model Improvement And Simulation Research Of C2C Cross-Border E-Commerce

With the advance of information technology,people's lives have undergone tremendous changes and online shopping has become a normal thing.The 2008 financial crisis has become a great opportunity for the development of cross-border ecommerce.The C2 C model has rapidly developed due to its flexibility and diversity,but at the same time,its anonymity has triggered credit issues which will impede its development.Through conducting credit evaluation on trading entities based on credit evaluation model is an effective method to constrain the behavior of trading entities.However,the existing credit evaluation models lack of pertinence and effectiveness when applied to cross-border e-commerce.Based on analysis and comparison of the existing study,combing the analysis of characteristics and obstacles of the development of C2 C cross-border e-commerce in China,four improvements have been proposed based on the problems of existing credit evaluation model.First,the scoring method has been changed so that buyers have two scoring opportunities and the score will be given to sellers after weighted with a certain weight.Second,in order to solve the problems caused by not considering transaction amount,the price impact factor has been introduced to the existing model.Third,adding the time decay factor,the attenuation is varied according to the degree of sellers' score in the cycle.Finally,a penalty mechanism has been introduced in order to make the sellers' fraudulent behaviors have persistent effect.Based on the theory of complex adaptive system,combing the method of simulation economics,we conduct two simulation experiments.One is to discuss the specific parameters of the improved model and verify its identification and binding abilities,in the other experiment,we introduce malicious sellers to examine the buyer's impact on the model.Based on results of experiments,the e-commerce platform needs to enhance the review of sellers' access,update the credit evaluation model in time,and establish a credit assessment mechanism for buyers.