【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(yùn)而生,并以其跨地域性、低成本、高效、方便等優(yōu)勢(shì)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(píng)價(jià)體系對(duì)于規(guī)范市場(chǎng)交易行為、創(chuàng)造誠(chéng)信購(gòu)物環(huán)境具有重要意義。 本文首先運(yùn)用博弈論知識(shí)對(duì)C2C電子商務(wù)市場(chǎng)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(huì)傾向于選擇欺詐；在完全信息動(dòng)態(tài)博弈中,賣家會(huì)為了長(zhǎng)遠(yuǎn)利益而放棄短期的投機(jī)行為；在不完全信息動(dòng)態(tài)博弈中,引入KMRW聲譽(yù)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(yù)作為一種能保證合作順利進(jìn)行的機(jī)制,存在著對(duì)交易主體的內(nèi)在激勵(lì),賣家為了獲取更多的收益,會(huì)隱藏自己的理性而誠(chéng)信經(jīng)營(yíng)。然后以淘寶網(wǎng)為例分析其信用評(píng)價(jià)體系,針對(duì)其存在的缺陷建立了基于AHP模糊綜合評(píng)價(jià)法的電子商務(wù)網(wǎng)站信用評(píng)價(jià)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(duì)信用的影響,給出了信用值的綜合計(jì)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(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F724.6

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