B2C网络团购的信用问题及对策研究  

Credit Problems and Countermeasures of B2C Group Purchase Network

作　　者：张博[1] 宋光兴[2] 

机构地区：[1]云南财经大学工商管理学院,云南昆明650221 [2]云南财经大学公共管理学院,云南昆明650221

出　　处：《电子商务学刊（中英文版）》2013年第2期42-48,共7页Scientific Journal of E-Business

基　　金：受国家社科基金“电子商务中信任问题及信任建立途径研究”支持资助（04XSH001）.

摘　　要：随着信息化的不断深入，我国电子商务得到了迅猛的发展，团购作为一种新的网络购物模式吸引了越来越多的消费者。但由于建站及运营成本低，缺乏相应的监管机制，团购网站在快速发展过程中暴露出诸多问题，其中信用问题尤为突出。本文首先介绍我国电子商务团购行业的发展现状，然后着重分析B2C模式下网络团购中存在的信用问题，提出相应的解决问题的途径。其中，重点研究在线信誉评价系统指标体系的构建及模糊层次分析法确定各指标权重。通过上述研究规范和促进团购行业发展。E-commerce in China has soared with the development of informatization. As a new kind of Internet shopping mode, group purchase has attracted more and more consumers. However, many problems has been exposed during the speedy development of group purchase resulted from the drawbacks, such as the lower costs both in the website setup and running, and the absence of supervision; in which credit crisis is the highlight. This paper first introduced the present development situation of the group purchase of China＇s e-commerce industry. Under the B2C mode, this paper analyzed the credit crisis of group purchase network. We put forward solutions to the problems analyzed in the paper. Among these solutions, the paper focuses on the construction of indicator system about online reputation evaluation system and the fuzzy analytic hierarchy process （AHP） to determine the weight of each indicator. This research is helpful to regulate and promote the development of the group purchase industry.

关 键 词：电子商务 B2C 团购 信用问题 

分 类 号：TP393.4[自动化与计算机技术—计算机应用技术]