摘要:电子商务的迅速发展，网络购物模式的日益成熟，使得近年来网络消费的观念逐渐普及。信任在电子商务系统的开发和实现过程中扮演了十分重要的角色。
本文从信任概念的发展说起，然后介绍了电子商务特别是C2C电子商务的产生与发展，分析了C2C电子商务发展中存在的问题，以及与C2C电子商务发展相关的信任问题。
本文的研究重点是在C2C模式的电子商务中如何建立基于多影响因素的信任评价模型，来对卖家和买家的信用进行管理，保护买卖双方的利益。本文先以我国优秀的C2C网站淘宝网的基于用户评价的信用管理机制为案例进行了分析，从淘宝模型的不足之处推出有关电子商务信任的影响因素。然后本文构建了基于模糊理论的信任模型，并进一步提出了改进型的多影响因素信任模型。相对于模糊理论模型，改进型模型加入了惩罚因子，推荐信任等新影响因素，能够更有针对性的解决电子商务领域的信任问题。
本文旨在将信任的主要影响因素引入到信任模型中，提出一种新的信任体系的构建方式，并希望研究成果可以为中国C2C电子商务的发展提供一些理论上的指导。
关键词：电子商务C2C信任模型模糊综合评价
Abstract:As the rapid development of e-commerce,online shopping has become more and moremature.In recent years,the concept of online consumption are popularized gradually. Trust plays an important role in the development and implementation of e2commerce systems.
The article began with the evolution of the trust concept，and then introduced the emergence and development of e-commerce，especially the C2C e-commerce，analysed the problems in the development of e-commerce，as well as with the trust issue that is related to the development of C2C e-commerce.
The article focused on how to construct a credit evaluation model based on multi-factors in the C2C e-commerce，to manage credit for sellers and buyers, and to protect their interests. Firstly, the article used an excellent C2C website Taobao.com as a case, analysed its credit management mechanism based on the users’ appraisal, found the influencing factors about e-commerce trust from the deficiency of the Taobao model. Secondly,the article built a trust model based on fuzzy theory, and then brought forward an improved trust model based on multi-factors.Comparing with the fuzzy theory model,the improved model added new factors into the model,such as the penalty factor,
recommended trust,ang gave a more targeted solution to the problem of e-commerce trust.
The purpose of this article is to pull the influencing factors of trust into the trust model,find a new way to build a new trsut system,and hope to provide some theoretical guidance to the development of C2C e-commerce in China.
Key words:E-Commerce;C2C;Trust model;Fuzzy Comprehensive Evaluation
信任的缺失是C2C电子商务在我国网民渗透率不高的一个重要因素。本文通过对C2C电子商务中信任、信任影响因素以及信任体系问题的研究，构造出一个面向C2C电子商务的信任体系，建立一个改进的基于多影响因素的信任模型，以期解决C2C电子商务网站现存的在线声誉系统信任问题，有助于我们扫清制约C2C电子商务发展的主要障碍，为我国C2C电子商务发展提供理论上的支持。
对于C2C电子商务的研究具有重要意义。在理论意义方面，目前国内学者对于电子商务信任体系的研究还缺乏系统化的整合和实证研究，特别是对于C2C电子商务信任体系的研究就更为匮乏。本文主要集中于研究影响消费者信任的因素，建立改进的C2C电子商务信任体系。
