C2C电子商务市场整体卖家信用分布研究  

Research of C2C E-commerce Sellers' Credit Distribution

作　　者：彭惠[1] 王永瑞[1] 

机构地区：[1]北京邮电大学经济管理学院,北京100876

出　　处：《情报杂志》2012年第5期122-127,共6页Journal of Intelligence

基　　金：国家自然科学基金资助项目"基于交易者信用行为模式的C2C电子商务市场信用评级模型的改进与整合"(编号:70972122)

摘　　要：随着人们对网上购物的接受程度逐步提高,C2C电子商务越来越火爆。然而由于网络的虚拟性和开放性以及买卖双方的不对称使得诚信成为制约电子商务发展的瓶颈,大部分电子商务平台都采取信用评价体系来解决这一问题,但是效果却不尽如人意。旨在调查现有信用评价体系下的市场整体卖家信分布和结构,发现卖家在各信用等级上的分布曲线呈现出凸向原点的特征,而且随着时间的演进这种趋势愈加明显。通过理论分析我们认为形成倒金字塔形总体信用度分布的根源在于基于交易量的累积信用积分的评级制度、电子商务市场规模的加速增长、市场选择下信用等级和交易量之间的正反馈效应。随着市场规模的扩大,它已不能客观反映卖家诚信,并具有鼓励卖家采取信用炒作等非诚信行为的特点。最后提出了评价体系的改进建议。As people's acceptance of online shopping gradually improves,C2C e-commerce is more and more popular.However,because of the virtual and open network and the information asymmetry between buyers and sellers,credit has become the bottleneck in E-commerce.Most E-commerce sites use credit evaluation system to solve this problem,but the effect is not ideal.This article aims to investigate the credit distribution of whole market sellers under the present credit evaluation system.We find that the distribution curve of sellers in the credit grade is convex to the origin,and this trend becomes more apparent as time goes.We also find that the cumulative credit rating system based on sale volume,the increase of market scale,the positive feedback effect of sale volume and the credit grade are the mainly causes of this phenomenon.With the expansion of market scale,this evaluation system can no longer fully and accurately reflect the sellers' credit.It also has the effect of encouraging the sellers' dishonest behavior.At last,we provide some advice to improve the credit evaluation system.

关 键 词：C2C电子商务 信用评级体系 信用分布 演进分析 改进建议 

分 类 号：F724.6[经济管理—产业经济] F062.5