面向C2C电子商务的多维信誉评价模型  

Multi-dimensionality Reputation Evaluation Model for C2C E-commerce

作　　者：李聪[1] 梁昌勇[2] 

机构地区：[1]四川师范大学计算机科学学院 [2]合肥工业大学管理学院

出　　处：《管理学报》2012年第2期204-211,共8页Chinese Journal of Management

基　　金：四川省教育厅青年基金资助项目(09ZB068)

摘　　要：提出了一种面向C2C电子商务的多维信誉评价模型,该模型将反映卖家信誉的因素归结为2类维度,即交易维度和中介维度。前者包括交易时间、交易金额、买家信誉度、欺诈惩罚4个维度;后者包括商盟、消费者保障服务2个维度;模型将C2C卖家信誉集结为一个二元组提供给消费者,作为其进行购买决策的评估指标。通过对淘宝网数据的实证研究证明,其相对传统模型具有更好的信誉区分能力、防信誉诋毁能力、防信誉共谋能力和欺诈惩罚能力。The lack of customer trust is an important lagging factor for the development of C2C E- commerce. Building reputation evaluation mechanism is an effective way to solve the C2C trust management problem. However, the reported reputation evaluation models have several disadvantages in evaluation dimensionality and can not satisfy the demand of China^s C2C E-commerce. To solve the above problem, a multi-dimensionality reputation evaluation model for C2C E-commerce is proposed. In this model, the factors which can show seller＇s reputation are classified into two dimensionality types： transaction dimensionality and agency dimensionality. The former includes four dimensionali- ties, i. e. transaction time, transaction fee, buyer reputation and fraud punishment; the latter in- cludes two dimensionalities, i.e. business federation, plan of customer safeguard. Moreover, C2C seller＇s reputation can be massed into a two-variable set and provided as an evaluation target to cus- tomers for their purchase decision-making. The empirical study on taobao, com shows that the pro- posed model has better capabilities of reputation-distinguishing, anti-reputation-denigrating, anti-rep- utation-colluding and fraud-punishment than that of traditional model.

关 键 词：C2C电子商务 信誉评价模型 交易维度 中介维度 

分 类 号：C93[经济管理—管理学]