摘要:随着我国互联网的迅速普及和电子商务的蓬勃发展，越来越多的人开始在网络上进行购物，特别是C2C交易的发展尤为迅速。C2C电子商务迅速发展的同时，信用问题逐渐成为阻碍其发展的主要问题之一。现有的C2C电子商务信用评价体系的建立，在一定程度上保证了网络交易的安全，促进了人们进行网上购物的意愿，但仍存在明显的不足。
本文以相关的理论为基础，以淘宝网为例，分析现有C2C信用评价模型的优缺点，针对电子商务的C2C交易信用评价模型的不足之处，考虑用户特征，给出相应的评价指标，采用AHP层次分析法建立新的C2C信用评价体系，并提出了考虑评价用户的历史信用度、交易金额等因素来综合计算被评用户的信用度。
关键词：电子商务 C2C 信用评价 层次分析法
Abstract:With the Internet widespread and quickly developing of E-commerce in China, more and more people start to go shopping on the Internet, especially through the C2C trade. The credit problem is becoming one of problems of obstructing the development of C2C E-commerce. The existing credit evaluation system insures the net trading safety to a certain extent and promotes the willing of shopping online. But there still exists some obvious deficiencies.
Based on some related theories of E-commerce, taking Taobao net as an example, this paper analyses the advantages and disadvantages of the existing personal credit evaluation model for C2C E-commerce. Aimed at the deficiency of the C2C E-commerce credit evaluation system, this paper takes the users’ characteristics into account so as to reach the corresponding evaluation indicator. The new C2C credit evaluation system is based on the AHP (Analytic Hierarchy Process). And also a new credit updating algorithm is described, which takes history credit-weight values of the evaluated users and the transaction amount into account.
Key words: E-commerce, C2C, Credit Evaluation, AHP
基于上述背景，为使信用评价机制更好地体现买卖双方在交易中的表现，使其既能保护双方的合法利益，又能对电子商务的发展起到监督和规范作用。本文以淘宝网为例，分析现有C2C信用评价模型的优缺点，针对现有电子商务的C2C交易模型的特点，考虑用户特征，给出相应评价指标体系以及评价规则，采用AHP层次分析法建立新的C2C信用评价体系，确定各个评价指标相对应的权重，同时建立改进后的C2C信用评价模型，并提出了考虑评价用户的历史信用度、交易金额等因素来综合计算被评用户的信用度。
