Research On Credit Evaluation Incentive Mechanism Model Of E-Commerce

The E-commerce online trading market is in a rapid development stage but is also accompanied by many credit problems.The "lemon market" caused by asymmetric information,false orders,cashback of praise,and other credit speculation behaviors has caused a serious trust crisis and hindered the further development of the online market.As an important information source of the platform credit evaluation system,evaluation information is related to the effective operation of the credit system.To this end,this paper takes the acquisition of evaluation information in the credit evaluation system as the breakthrough point and puts forward the establishment of an incentive mechanism for credit evaluation of e-commerce platforms with the participation of three parties around the value of evaluation information to the three parties in online transactions,carries out the following research:First of all,this paper analyzes the difference between online credit and traditional credit,points out the credit subject of the e-commerce platform involved in this study,explains the credit evaluation content of the e-commerce platform online market,points out the existing credit problems in the online market,and clarifies the importance of credit supervision of existing e-commerce platform and the governance responsibility of the platform.Secondly,around the value of credit evaluation information to the three-party credit subjects,this chapter establishes a game model of the credit evaluation incentive mechanism of an e-commerce platform with the participation of three parties.With the help of an evolutionary game and numerical simulation analysis,this chapter explores the feasibility and operation key of the credit evaluation incentive mechanism under the leadership of the platform.Thirdly,according to the conclusion of evolutionary game analysis and the actual investigation of the market and credit subjects,it is clear that the prerequisite for the effective operation of the incentive mechanism is the cooperative mode among the three parties,then made the suggestions for the reward and punishment strategy of the platform for buyers and sellers.The credit evaluation information is analyzed using data and text mining,and the index system of the incentive algorithm and the dynamic incentive calculation model is established.Finally,the real transaction data is obtained to make an empirical analysis of the dynamic incentive algorithm model,and the rationality of the experimental results in the actual market application is compared from the perspective of the seller’s incentive cost and the buyer’s incentive results,and some suggestions are put forward for the establishment of the credit evaluation incentive mechanism of e-commerce platform and the improvement of the credit system.