【摘要】：隨著互聯(lián)網(wǎng)的快速發(fā)展,電子商務在國民經(jīng)濟中所占的比重也越來越大,電子商務已逐步成為我國經(jīng)濟增長的一個新的動力。網(wǎng)絡團購作為一種新興的電子商務消費方式,是指通過互聯(lián)網(wǎng)渠道將有相同購買意向的消費者組織起來,向廠商進行大宗購買的行為。網(wǎng)絡團購消費最大的特點是消費者預先支付款項,在這種消費模式下,信用至關(guān)重要,交易信用風險的評價就顯得尤為必要。作為一種以信用為基礎的消費模式,交易信用風險的評價成為了網(wǎng)絡團購發(fā)展的首要問題,同時也在研究領(lǐng)域引起了廣泛的關(guān)注。國內(nèi)外交易信用風險評價模型大部分以歷史交易信用及其相關(guān)因素為基礎,而忽略了交易金額對交易信用風險的影響。本文首先選用交易金額構(gòu)建了一個交易信用風險評價基礎模型,隨后依次引入時間維度、消費者好評率和交易成功率對該模型進行了擴展,使得信用風險的評價更加的全面和客觀。由于本文構(gòu)建的模型考慮的因素均易獲得,同時對每種類型的團購網(wǎng)站均適用,具有一定的普適性。首先,本文通過對現(xiàn)有國內(nèi)外交易信用風險評價模型的研究,發(fā)現(xiàn)大部分評價模型均考慮了交易的歷史信用值及其相關(guān)因素而未考慮交易金額對信用風險評價的影響。這意味著所有之前的交易在交易信用風險評價中是同等對待的,這有可能導致惡意賣家投機行為的發(fā)生,這種投機行為表現(xiàn)為其在小額交易下守信而在大額交易下失信。針對這一問題,本文需要從新的角度出發(fā)來建新的交易信用風險評價模型。其次,本文以交易金額為基礎構(gòu)建了交易信用風險評價模型,同時詳細闡述了交易金額對信用風險評價的作用機理。隨后依次引入時間維度、消費者好評率和交易成功率對該模型進行了擴展,以此來增加模型的適用性。隨后,本文通過算例分驗證了該模型的有效性,同時得出歷史交易金額較小的團購網(wǎng)站發(fā)起的大額交易是存在巨大信用風險的,其信用風險要比歷史交易金額較大的團購網(wǎng)站發(fā)起的較小交易額的風險大;若消費者增加交易金額,則其增加的幅度越大,團購網(wǎng)站的交易信用風險越大,其越有可能在交易中違約,消費者發(fā)生損失的可能性也就越大;團購網(wǎng)站的顧客好評率和交易成功率越高,其交易信用風險越小。最后,本文根據(jù)前面算例分析得出的結(jié)論從團購網(wǎng)站和消費者兩個角度來詳細闡述了減少交易信用風險的措施,這為網(wǎng)絡團購中交易雙方降低交易信用風險提供了重要參考依據(jù)。
[Abstract]:With the rapid development of the Internet, the proportion of e-commerce in the national economy is increasing, and e-commerce has gradually become a new driving force for the economic growth of our country. As a new electronic commerce consumption mode, online group purchase refers to the behavior of organizing the consumers with the same purchase intention through the Internet channel and purchasing from the manufacturers in large quantities. The biggest characteristic of online group purchase consumption is that consumers pay in advance. In this consumption mode, credit is very important, and the evaluation of transaction credit risk is particularly necessary. As a kind of consumption mode based on credit, the evaluation of transaction credit risk has become the most important issue in the development of online group purchase, and has also aroused widespread concern in the field of research. Most of the domestic and foreign trade credit risk evaluation models are based on historical transaction credit and its related factors, but ignore the impact of transaction amount on transaction credit risk. In this paper, a transaction credit risk evaluation model is constructed by selecting the transaction amount, and then the time dimension is introduced, and the credit rating rate and the trading success rate are introduced to expand the model. Make the evaluation of credit risk more comprehensive and objective. Because the factors of the model are easy to obtain and suitable for each type of group-buying website, the model has a certain universality. Firstly, through the research of the existing domestic and foreign trade credit risk evaluation models, it is found that most of the evaluation models consider the historical credit value of the transaction and its related factors without considering the impact of the transaction amount on the credit risk evaluation. This means that all previous transactions are treated equally in trading credit risk assessment, which may lead to malicious sellers' speculation, which is shown by their keeping their word in small transactions and dishonesty in large transactions. In order to solve this problem, we need to build a new credit risk evaluation model from a new point of view. Secondly, based on the transaction amount, this paper constructs the trade credit risk evaluation model, and expounds the mechanism of the transaction amount acting on the credit risk evaluation in detail. Then the time dimension, consumer praise rate and transaction success rate are introduced to expand the model to increase the applicability of the model. Then, this paper verifies the validity of the model through an example, and draws the conclusion that there is a huge credit risk in the large-value transaction initiated by the group purchase website with small transaction amount. Its credit risk is greater than that of a small transaction initiated by a group purchase website with a larger transaction amount; if consumers increase the transaction amount, the greater the increase, the greater the transaction credit risk of the group purchase website. The more likely it is to default in the transaction, the more likely the consumer will lose; the higher the rate of praise and the success rate of transaction, the less the credit risk of the transaction. Finally, according to the analysis of the previous examples, the paper elaborates the measures to reduce the transaction credit risk from the perspective of group buying website and consumers. This provides an important reference for both parties to reduce the transaction credit risk.
【學位授予單位】：重慶師范大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6

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本文編號：2160584