基于退货评价的c2c电子商务.doc
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基于退货评价的c2c电子商务,摘要随着电子商务的兴起和快速发展，网上购物市场蓬勃兴起，作为网上购物市场的重要组成部分，c2c电子商务为消费者提供了更大的选择空间，但随之而来的欺诈和投机交易行为不断出现，使得消费者在网上购物时，需要花费大量的时间和精力辨别信誉较优的卖家，增加了消费者网上购物的成本，阻碍了消费者网上购物的信心和积极性。因此，针对c2c...
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摘 要
随着电子商务的兴起和快速发展，网上购物市场蓬勃兴起，作为网上购物市场的重要组成部分，C2C电子商务为消费者提供了更大的选择空间，但随之而来的欺诈和投机交易行为不断出现，使得消费者在网上购物时，需要花费大量的时间和精力辨别信誉较优的卖家，增加了消费者网上购物的成本，阻碍了消费者网上购物的信心和积极性。因此，针对C2C电子商务环境下现有的信用评价模型所存在的问题进行改进，使其能够更好的表现卖家真实的信用情况，将有助于帮助买家用更短的时间和更少的精力选择到更优的卖家，从而有效的减少机会主义卖家的投机机会，降低买家的网上购物成本，增加消费者网上购物的信心和积极性。
本文在分析现有C2C电子商务信用评价模型的基础上，提出了一种基于退货评价制度的C2C电子商务信用评价模型。具体研究内容如下：
本文详细分析了现有C2C电子商务信用评价模型理论的优势、不足与发展方向，找出了现有C2C电子商务信用评价模型的具体缺点，并在此基础上提出了C2C电子商务信用评价模型的改进需求；对现有的C2C电子商务信用评价模型进行了改进，提出了新的信用评价模型。该改进主要由交易流程的改进、增加评价权重和加强惩罚机制三方面构成：首先将原交易流程中的退货后互不评价改进为退货后仍然进行评价，并引入正常退货与非正常退货的概念；然后在评价的累积过程中增加交易金额和买家的信用等级两项权重以增加信用度的可比性；再然后采用滚动清除长期信用和对非正常退货进行严厉惩罚的手段来增加惩罚机制；最后在MATLAB中对各类型卖家在新旧模型中的信用度累积和平均得分的变化趋势进行仿真研究，验证新的信用评价模型的有效性。
本文改进后得到的C2C电子商务信用评价模型能够较好的识别机会主义卖家的投机行为，遏制信用炒作和投机欺诈的发生。
关键词：C2C；电子商务；信用评价；退货；加权平均
Abstract
With the rising and rapid development of e-commerce, online shopping was booming, As an important part of e-commerce, the C2C(consumer to consumer) e-commerce provides a greater choosing space for consumer, but the fraud and speculation actions came with e-commerce become familiar, which make consumers spend a lot of time and efforts on identifying the better credibility of the seller in online shopping, thereby, it increases the cost of consumer in online shopping and hinders their confidence and active in online shopping. Therefore, improving the existing credit eva luation model of C2C e-commerce, solving its problem to make the model tell buyers the truth of the sellers better, will help buyers choosing more excellent seller with a shorter time and less energy, and then reduce speculation effectively, decrease the cost of online shopping, enhance the buyers’ confidence and active in online shopping.
Based on the analysis of the existing credit eva luation model for C2C e-commerce, this paper proposed a credit eva luation model for C2C e-commerce based on the comment after returning purchases. Specific contents are as follows:
This paper analyzes the superiors, weaknesses and developmental direction of the existing credit eva luation model theory for C2C e-commerce, to find specific shortcomings of the existing credit eva luation model for C2C e-commerce, and put forward on this basis, proposed improvement needed of the existing credit eva luation model for C2C e-commerce; improved the existing credit eva luation model for C2C e-commerce to proposed a new credit eva luation model. The improvement was mainly about improving of the trading process, adding the eva luation weight and strengthening of penalties: First, change the original transaction process of no comment after returning purchases into comment after returning purchases and introduce the concept of non-normal return; and added two weight that transaction amount and credit rating of buyers to the model in the process of eva luation accumulating to increase the comparability of credit; then clear long-term credit by roll and punish the sellers who has non-normal returns; finally, simulated the credit accumulation and trends in the average scores of all types of sellers in the two different models to verify the effectiveness of the new credit eva luation model.
This improved credit eva luation model for C2C e-commerce can discover the speculation of the opportunistic sellers and curb credit fraud and speculation from happening.
Key words： C2C； e-commerce； credit eva luation； return purchase； weighted average
目 录
摘 要 I
Abstract II
目 录 IIV
Contents VII
第1章 绪论 1
1.1 研究的背景、目的与意义 1
1.1.1 研究背景 1
1.1.2 研究目的 2
1.1.3 研究意义 2
1.2 国内外研究现状及发展趋势 3
1.2.1 国外研究现状 3
1.2.2 国内研究现状 4
1.2.3 信用评价模型发展趋势 6
1.3 研究内容与研究方法 6
1.3.1 研究内容 7
1.3.2 研究路线 7
1.3.3 研究方法 9
1.4 研究的创新点 10
第2章 相关理论基础 11
2.1 C2C电子商务概述 11
2.1.1 电子商务的定义 11
2.1.2 电子商务的分类 11
2.1.3 电子商务的功能 12
2.1.4 电子商务的特点 13
2.1.5 电子商务的优势 14
2.1.6 电子商务面临的问题 15
2.1.7 电子商务的发展趋势 16
2.2 信用评价概述 17
2.2.1 信用及信用评价 17
2.2.2 信用评价的作用 18
2.2.3 信用评价的有效性的理论研究 18
2.2.4 信用评价机制..
随着电子商务的兴起和快速发展，网上购物市场蓬勃兴起，作为网上购物市场的重要组成部分，C2C电子商务为消费者提供了更大的选择空间，但随之而来的欺诈和投机交易行为不断出现，使得消费者在网上购物时，需要花费大量的时间和精力辨别信誉较优的卖家，增加了消费者网上购物的成本，阻碍了消费者网上购物的信心和积极性。因此，针对C2C电子商务环境下现有的信用评价模型所存在的问题进行改进，使其能够更好的表现卖家真实的信用情况，将有助于帮助买家用更短的时间和更少的精力选择到更优的卖家，从而有效的减少机会主义卖家的投机机会，降低买家的网上购物成本，增加消费者网上购物的信心和积极性。
本文在分析现有C2C电子商务信用评价模型的基础上，提出了一种基于退货评价制度的C2C电子商务信用评价模型。具体研究内容如下：
本文详细分析了现有C2C电子商务信用评价模型理论的优势、不足与发展方向，找出了现有C2C电子商务信用评价模型的具体缺点，并在此基础上提出了C2C电子商务信用评价模型的改进需求；对现有的C2C电子商务信用评价模型进行了改进，提出了新的信用评价模型。该改进主要由交易流程的改进、增加评价权重和加强惩罚机制三方面构成：首先将原交易流程中的退货后互不评价改进为退货后仍然进行评价，并引入正常退货与非正常退货的概念；然后在评价的累积过程中增加交易金额和买家的信用等级两项权重以增加信用度的可比性；再然后采用滚动清除长期信用和对非正常退货进行严厉惩罚的手段来增加惩罚机制；最后在MATLAB中对各类型卖家在新旧模型中的信用度累积和平均得分的变化趋势进行仿真研究，验证新的信用评价模型的有效性。
本文改进后得到的C2C电子商务信用评价模型能够较好的识别机会主义卖家的投机行为，遏制信用炒作和投机欺诈的发生。
关键词：C2C；电子商务；信用评价；退货；加权平均
Abstract
With the rising and rapid development of e-commerce, online shopping was booming, As an important part of e-commerce, the C2C(consumer to consumer) e-commerce provides a greater choosing space for consumer, but the fraud and speculation actions came with e-commerce become familiar, which make consumers spend a lot of time and efforts on identifying the better credibility of the seller in online shopping, thereby, it increases the cost of consumer in online shopping and hinders their confidence and active in online shopping. Therefore, improving the existing credit eva luation model of C2C e-commerce, solving its problem to make the model tell buyers the truth of the sellers better, will help buyers choosing more excellent seller with a shorter time and less energy, and then reduce speculation effectively, decrease the cost of online shopping, enhance the buyers’ confidence and active in online shopping.
Based on the analysis of the existing credit eva luation model for C2C e-commerce, this paper proposed a credit eva luation model for C2C e-commerce based on the comment after returning purchases. Specific contents are as follows:
This paper analyzes the superiors, weaknesses and developmental direction of the existing credit eva luation model theory for C2C e-commerce, to find specific shortcomings of the existing credit eva luation model for C2C e-commerce, and put forward on this basis, proposed improvement needed of the existing credit eva luation model for C2C e-commerce; improved the existing credit eva luation model for C2C e-commerce to proposed a new credit eva luation model. The improvement was mainly about improving of the trading process, adding the eva luation weight and strengthening of penalties: First, change the original transaction process of no comment after returning purchases into comment after returning purchases and introduce the concept of non-normal return; and added two weight that transaction amount and credit rating of buyers to the model in the process of eva luation accumulating to increase the comparability of credit; then clear long-term credit by roll and punish the sellers who has non-normal returns; finally, simulated the credit accumulation and trends in the average scores of all types of sellers in the two different models to verify the effectiveness of the new credit eva luation model.
This improved credit eva luation model for C2C e-commerce can discover the speculation of the opportunistic sellers and curb credit fraud and speculation from happening.
Key words： C2C； e-commerce； credit eva luation； return purchase； weighted average
目 录
摘 要 I
Abstract II
目 录 IIV
Contents VII
第1章 绪论 1
1.1 研究的背景、目的与意义 1
1.1.1 研究背景 1
1.1.2 研究目的 2
1.1.3 研究意义 2
1.2 国内外研究现状及发展趋势 3
1.2.1 国外研究现状 3
1.2.2 国内研究现状 4
1.2.3 信用评价模型发展趋势 6
1.3 研究内容与研究方法 6
1.3.1 研究内容 7
1.3.2 研究路线 7
1.3.3 研究方法 9
1.4 研究的创新点 10
第2章 相关理论基础 11
2.1 C2C电子商务概述 11
2.1.1 电子商务的定义 11
2.1.2 电子商务的分类 11
2.1.3 电子商务的功能 12
2.1.4 电子商务的特点 13
2.1.5 电子商务的优势 14
2.1.6 电子商务面临的问题 15
2.1.7 电子商务的发展趋势 16
2.2 信用评价概述 17
2.2.1 信用及信用评价 17
2.2.2 信用评价的作用 18
2.2.3 信用评价的有效性的理论研究 18
2.2.4 信用评价机制..
