【摘要】：隨著電子信息技術(shù)的發(fā)展和互聯(lián)網(wǎng)的普及,電子商務(wù)作為一種新的商業(yè)模式應(yīng)運而生,并以其跨地域性、低成本、高效、方便等優(yōu)勢獲得了快速發(fā)展。然而,在電子商務(wù)蓬勃發(fā)展的過程中,信用問題頻發(fā),因此,構(gòu)建有效的信用評價體系對于規(guī)范市場交易行為、創(chuàng)造誠信購物環(huán)境具有重要意義。 本文首先運用博弈論知識對C2C電子商務(wù)市場中的信用問題給出了理論解釋,得到：在完全信息靜態(tài)博弈中,賣家會傾向于選擇欺詐；在完全信息動態(tài)博弈中,賣家會為了長遠(yuǎn)利益而放棄短期的投機行為；在不完全信息動態(tài)博弈中,引入KMRW聲譽模型,發(fā)現(xiàn)在有限次重復(fù)博弈中,合作行為是可以出現(xiàn)的,聲譽作為一種能保證合作順利進行的機制,存在著對交易主體的內(nèi)在激勵,賣家為了獲取更多的收益,會隱藏自己的理性而誠信經(jīng)營。然后以淘寶網(wǎng)為例分析其信用評價體系,針對其存在的缺陷建立了基于AHP模糊綜合評價法的電子商務(wù)網(wǎng)站信用評價體系,并且綜合考慮了買家信用值、交易金額、歷史信用等因素對信用的影響,給出了信用值的綜合計算模型。
[Abstract]:With the development of electronic information technology and the popularity of the Internet, electronic commerce as a new business model emerged as the times require, and with its cross-regional, low-cost, efficient, convenient and other advantages of rapid development. However, in the process of the vigorous development of electronic commerce, credit problems occur frequently. Therefore, it is of great significance to establish an effective credit evaluation system to standardize the market transaction behavior and create a good faith shopping environment. In this paper, we first use game theory to explain the credit problem in C2C e-commerce market, and get the following conclusions: in the static game of complete information, sellers tend to choose fraud; In the dynamic game of complete information, the seller will give up short-term speculation for the sake of long-term benefit. In the incomplete information dynamic game, the KMRW reputation model is introduced, and it is found that the cooperative behavior can occur in the finite repeated game. Reputation, as a mechanism to guarantee the smooth progress of the cooperation, has the inherent incentive to the trading body. Sellers in order to gain more income, will hide their own rational and honest management. Then taking Taobao as an example to analyze its credit evaluation system, a credit evaluation system of e-commerce website based on AHP fuzzy comprehensive evaluation method is established, and the buyer's credit value and transaction amount are considered synthetically. The influence of historical credit and other factors on credit is given, and the comprehensive calculation model of credit value is given.
【學(xué)位授予單位】：浙江工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F724.6

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本文編號：2341851