c2c中的信任机制研究.doc

摘 要
作为一种新兴的电子商务模式，C2C电子商务近年来表现出巨大的商业前景，然而C2C电子商务却面临着缺乏消费者信任的发展障碍。由于交易双方信息不对称程度的加大和网络欺诈行为的不断发生，使得消费者对C2C网上交易所感知的风险大大增加，不信任感增大。对于C2C电子商务，由于交易主体是个人，信任问题显得更加突出。信任问题是使消费者不愿在线购物的主要原因之一。因此，本文着重对C2C电子商务中的信任问题进行研究。
本文首先对信任理论和在线信誉系统进行了系统的介绍；其次，针对在线信誉系统的核心——信任模型，本文对模型进行有效性分析，分析结果表明，现行的信任模型没有考虑交易价值、评分用户的信用度和近期信用度等关键因素，不能有效地制止“信用诋毁”和“信用榨取”现象，不利于激励用户诚信交易，使得某些不诚信的机会主义者有可乘之机。针对目前信任模型存在的缺陷，本文建立了C2C个性化信用计算模型，并根据用户的类型进行了有效性检验。
本文旨在将信任的主要影响因素引入到信任模型中，提出一种信任体系的构建方式，为C2C电子商务的信任提供一些改进的策略。

关键词：电子商务，C2C，信任，模型
                            

 
 Abstract
As a new E-commerce model, C2C E-commerce demonstrates great business potential in recent years. However the absence of consumers’ trust is a main barrier which the C2C electronic commerce meets. The risk of consumers’ feeling on shopping in C2C transaction platform is bigger than that in the traditional business pattern due to the much more asymmetric information and frequent occurrence of web cheating behavior. As the both party of C2C E-business participants are individuals, the trust problem is even worse. Trust problem is one of the main reasons why consumers hesitate to go shopping online. Therefore, it is very significant in studying the trust problem of the C2C E-commerce.
Firstly, this paper introduces credit theory and online reputation systems. Secondly, according to the core part of online reputation systems, this paper establishes a model to eva luate its validity. And the results point out that the current trust model have not eva luated some key factors, such as transaction value, user’s credit and recent credit. So, it can not effectively decrease the possibilities of “credit slander” and “credit squeeze”, and it will surely give rise to negative effects on users’ transaction experience. In order to solve the defects mentioned above, this paper establishes a C2C personalized credit computational model, and eva luates the validity in accordance with the type of users in this model.
The purpose of this paper is to introduce the influencing factors of trust into the trust model, find a new way to build a new trust system, and hope to provide some improved strategy to the trust of C2C E-commerce.

Key words：E-commerce, Consumer to Consumer, Credit, Model
 
 
目    录
1 绪论 1
1.1 研究的目的和意义 1
1.1.1 研究目的 1
1.1.2 研究意义 1
1.2 信任机制的研究现状 2
1.2.1 国外的研究现状 2
1.2.2 国内的研究现状 2
1.3 本文研究的内容 3
2 C2C信任机制综述 4
2.1 C2C电子商务概述 4
2.2 信任的定义 5
2.2.1 传统信任的定义 5
2.2.2 电子商务信任的定义 6
2.3 C2C信任机制问题分析 7
2.3.1 信任对电子商务的影响 7
2.3.2 C2C信任机制存在的问题 10
2.4在线信誉系统 11
2.4.1在线信誉系统的概念 12
2.4.2在线信誉系统的作用 13
2.4.3在线信誉系统的分类 13
2.4.4在线信誉系统的应用 14
2.4.5在线信用评价机制的有效性分析 15
3 C2C信任机制的影响因素 18
3.1 信任模型介绍 18
3.2 C2C的传统信任模型分析 18
3.2.1 传统信任模型介绍 18
3.2.2 累加信任模型的优缺点 21
3.3 信任模型的影响因素分析 22
4 基于推荐信任的C2C信任机制 24
4.1 模型思想 24
4.2 C2C信用计算模型 24
4.2.1 模型定义 24
4.2.2 模型构建 25
4.3 模型检验 26
4.3.1诚信用户模拟分析 26
4.3.2恶意用户模拟分析 28
5 总结 31
参考文献 32
致谢 34