天猫平台买家信用评价机制构建研究  

作　　者：邵婷[1,2] 胡巧程 林建宗[1] 

机构地区：[1]厦门理工学院商学院 [2]厦门大学管理学院

出　　处：《企业经济》2015年第8期91-94,共4页Enterprise Economy

基　　金：国家社会科学基金项目"平台型电子商务诚信体系中私人秩序的实证与运作研究"(批准号:12BGL121);2014年福建省教育厅A类基金项目"基于社会网络视角的B2C平台买家诚信机制研究"(批准号:JAS14227)

摘　　要：天猫现有的信用评价机制以规范商家(卖家)的行为为主,而买家的行为基本不受约束,以致常常出现买家恶意评价、利用天猫规则进行欺诈等各种失信行为。本文对3家天猫店铺进行深度访谈,初步了解了买家存在的信用问题;通过问卷调查,总结出B2C交易过程中常见的买家失信问题及造成的危害,发现造成买家失信最主要的原因是天猫单向信用评价机制对买家诚信监管的缺失。在借鉴淘宝集市双向信用评价模型的基础上,结合问卷调查的结果,构建了天猫平台的买家信用评价机制改进模型,为其他B2C电子商务平台的信用评价机制提供参考。TTmall＇s current credit evaluation system mainly focuses on regularizing the behaviors of dealers （sellers）, while the buyers＇ behaviors are hardly restrained. So there are various credit problems of buyers, such as baleful evaluation and using the vulnerability of Tmall rules for cheating, etc. The paper takes in-depth interviews with three shops on Tmall, and shows some Tmall buyers＇ credit problems. After questionnaire survey, it sums up common credit problems of buyers and their harms in B2C transaction process. Furthermore, it discovers that Tmall＇s one-way credit evaluation system, which is lack of supervision over buyers＇ integrity, is the primary cause of the credit problems. Finally, considering Taobao two-way credit evaluation pattern and the result of questionnaire survey, it proposes an improved pattern of Tmall buyers＇ credit evaluation system which provides reference for improvement in credit evaluation systems of B2C e-commerce platforms.

关 键 词：B2C 电子商务 天猫 买家 信用评价 

分 类 号：F272[经济管理—企业管理]