基于云模型的网络信任及网络交易信用风险评估研究——以C2C交易模式为例  

Network Trust and Credit Risk Evaluation under Online Transaction Based on Cloud Model——A Case Study in C2C Transaction Mode

作　　者：赖辉[1] 黄宇梦[2] 周宗放[1] Lai Hui Huang Yumeng Zhou Zongsang(School of Management and Economics, UESTC, Chengdu 610054 School of Accounting, SWUFE, Chengdu 611130)

机构地区：[1]电子科技大学经济与管理学院,成都610054 [2]西南财经大学会计学院,成都611130

出　　处：《管理评论》2017年第7期225-234,共10页Management Review

基　　金：国家自然科学基金项目(71271043;715731030);高等学校博士学科点专项科研基金项目(20110185110021);四川省科技支撑项目(2012SZ0001)

摘　　要：网络信任是网络交易的前提和基础,在网络交易环境下,网络信任的刻画和评估是网络交易信用风险评估的核心内容。本文以C2C网络交易模式为例,在分析影响网络信任的主要因素的基础上,构建了基于云模型的网络信任评估模型;提出了基于网络信任的网络交易信用风险评估方法并进行示例分析。研究表明:在网络交易环境下,信用风险随着买家网络信任评估值的升高而降低,而随着商品价格波动的增大而增大;在单个评估时段内,对卖家信用评分的信任倾向越大,卖家的信用欺骗行为越容易加剧网络交易的信用风险;在不同评估时段内,网络交易的信用风险与网络信任倾向呈现非线性的复杂关系。Network trust is the foundation of online transactions and, under an online transaction environment, reasonably characterizing and evaluating the network trust is the core content for the credit risk evaluation of online transactions. Under the C2C transaction envi- ronment, based on analyzing the main influential factors of network trust, we propose an improved trust evaluation model based on cloud model; and a credit risk evaluation methodology is proposed by using the factors of price and trust evaluation result. Taking C2C pattern as an example to do the empirical experiment, we get conclusions as follows： credit risk evaluation value decreases with the increase of the trust evaluation value, while increases with the increase of the price volatility ; in a single evaluation period, the credit risk increases with trust propensity, the more it depends on the seller＇ s historical credit score, the easier credit risk will happen because of the credit speculation; while in different evaluation periods, credit risk and trust propensity do not show a linear relationship.

关 键 词：网络交易 云模型 网络信任 信用风险 评估 

分 类 号：F724.6[经济管理—产业经济]