B2C电子商务信用评价模型研究
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摘要
一直以来,信用问题是阻碍电子商务进一步发展的重要因素。社会信用体系的缺失,导致电子商务信用问题层出不穷,电子商务信用体系作为社会信用体系的重要组成部分,被认为是社会信用体系的突破口。伴随着电子商务的持续高速发展,政府、社会和学术界都在对电子商务信用体系进行研究,作为信用体系的核心之一——信用评价模型,特别是B2C信用评价模型尚未进行深入的探讨,本文对B2C信用评价模型研究无论在理论研究,还是在实践应用上具有基础性和前沿性。
本文通过对电子商务信用问题进行分析,对电子商务信用评价体系进行了研究,并分析了B2C信用评价体系存在的主要问题,指出了现有信用评价模型所存在的缺陷和待改进的问题,依据模糊理论建立科学、合理的信用评价模型和算法,改良现有的电子商务信用评价体系。
论文重点对B2C电子商务信用评价模型进行了研究,提出了基于模糊理论的综合信用评价模型和算法,并详细论述了其构建过程。论文采用以定性分析与定量分析相结合的原则,结合B2C电子商务中交易主体的特点,采用融合性的观点,进行消费者和企业信用影响因素分析,构建了B2C信用评价指标体系,利用模糊算法和模糊评价矩阵计算出商家信用积分,为用户的交易决策提供了更可靠的依据,降低了交易中的信用风险。
All along, the credit issue is an important factor to impeding the further development of e-commerce. Lack of social credit architecture, resulting in endless e-commerce credit problems, as an important component of the social credit architecture, e-commerce architecture was considered a breakthrough. With the continued rapid development of e-commerce, government, society, the academic are all research on e-commerce credit system. Credit evaluation model as the core issue of credit architecture, especially in B2C credit evaluation model has not yet in-depth discussions. In theoretical research and practical application, B2C credit evaluation model has basic and frontier effect.
First, we analysis the e-commerce credit issue, study e-commerce credit evaluation architecture and the credit evaluation architecture of B2C. Second, we point out the existence problems and improved suggestions. Third, we establish a scientific and rational credit evaluation model and algorithms based on fuzzy theory which can improve the existing e-commerce credit evaluation system.
In this paper, we focus on the B2C e-commerce credit evaluation model which based on fuzzy theory and comprehensive credit evaluation algorithms, and discusses in detail the establish process. we adopt a qualitative and quantitative analysis, combined with the integration of point of view that consumer and business credit impact factor analysis, construct a B2C credit evaluation index architecture, using fuzzy algorithm and fuzzy evaluation matrix to calculate business credit score, which provides a more reliable environment for user's decision-making, and reduce the credit risk of the transaction.
本文通过对电子商务信用问题进行分析,对电子商务信用评价体系进行了研究,并分析了B2C信用评价体系存在的主要问题,指出了现有信用评价模型所存在的缺陷和待改进的问题,依据模糊理论建立科学、合理的信用评价模型和算法,改良现有的电子商务信用评价体系。
论文重点对B2C电子商务信用评价模型进行了研究,提出了基于模糊理论的综合信用评价模型和算法,并详细论述了其构建过程。论文采用以定性分析与定量分析相结合的原则,结合B2C电子商务中交易主体的特点,采用融合性的观点,进行消费者和企业信用影响因素分析,构建了B2C信用评价指标体系,利用模糊算法和模糊评价矩阵计算出商家信用积分,为用户的交易决策提供了更可靠的依据,降低了交易中的信用风险。
All along, the credit issue is an important factor to impeding the further development of e-commerce. Lack of social credit architecture, resulting in endless e-commerce credit problems, as an important component of the social credit architecture, e-commerce architecture was considered a breakthrough. With the continued rapid development of e-commerce, government, society, the academic are all research on e-commerce credit system. Credit evaluation model as the core issue of credit architecture, especially in B2C credit evaluation model has not yet in-depth discussions. In theoretical research and practical application, B2C credit evaluation model has basic and frontier effect.
First, we analysis the e-commerce credit issue, study e-commerce credit evaluation architecture and the credit evaluation architecture of B2C. Second, we point out the existence problems and improved suggestions. Third, we establish a scientific and rational credit evaluation model and algorithms based on fuzzy theory which can improve the existing e-commerce credit evaluation system.
In this paper, we focus on the B2C e-commerce credit evaluation model which based on fuzzy theory and comprehensive credit evaluation algorithms, and discusses in detail the establish process. we adopt a qualitative and quantitative analysis, combined with the integration of point of view that consumer and business credit impact factor analysis, construct a B2C credit evaluation index architecture, using fuzzy algorithm and fuzzy evaluation matrix to calculate business credit score, which provides a more reliable environment for user's decision-making, and reduce the credit risk of the transaction.
引文
[1]Yoon Sung-Joon. The antecedents and consequences of trust in online-purchase decisions. Journal of Interactive Marketing,2002,16 (2) 47-63
[2]Jarvenpaa, S. L., and Tractinsky, N., Consumer trust in an internet store:a cross-cultural validation, Journal of Computer Mediated Communication,1999,5(2):1-3
[3]Mayer, R. C., Davis, J. H.,& Schoorman, F. D., An integrative model of organizational trust, Academy of Management Review,1995,20 (3):709-734
[4]Doney, P. M.and Cannon,J. P.,An examination of the nature of trust in buyer-seller relationships, Journal of Marketing,1997,61 (4):35-51.
[5]McKnight, D.H.,Choudhury, V.,and Kacmar, C.,The impact of initial consumer trust on intentions to transact with a web site:a trust building model, Journal of Strategic In formation Systems,2002,11:297-32
[6]Koufaris, M., William Hampton-Sosa, The development of initial trust in an online company by new customers, Information&Management,2004,41:377-397.
[7]Cheskin Research, Trust in the wired America,2000,7, Retrieved M ay 7,2005
[8]Sultan, F., Urban, G.L, Shankar V.,&Bart, I. Y., Determinants and role of trust in e-business: A large scale empirical study, S loan School of Management, Massachusetts Institute of T echnology,2002.
[9]Rayport, J. F.& Jaworski, B.J., E-commerce, New York:McGraw H ill,2001.
[10]Gefen, D., Karahanna, E.,&Straub, D.W., Trust and TAM in online shopping:An integrated model, MIS Quarterly,2003,27 (1):51-90.
[11]Stewart, K.J., Trust Transfer on the World Wide Web, Organization Science,2003,14(1):5-17.
[12]McKnight, D.H. and Chervany, N.L., What trust means in e-commerce customer relationships:an interdisciplinary conceptual typology, International journal of Electronic C ommerce,2001-2002,6(2):35-59.
[13]Wakefield, R.L.,Stocks, M.H.,Wilder, W.M.,The role of web site characteristics in initial trust formation, The Journal of Computer Information Systems,2004,45(1):94-103.
[14]Kim, K.K, Prabhakar, B.,Initial trust as a determinant of the adoption of Internet banking, The Database for Advances in Information Systems,2004,35 (2):50-64.
[15]Dwyer, F. R., Schurr, P. H. and Oh, S., Developing Buyer-Seller Relationships, Journal of M arketing,1987,51:11-27.
[16]Warrington, T.B.,Abgrab, N J., and Caldwell, H.M., Building Trust to Develop Competitive Advantage in E-Business Relationships, Competitiveness Review,2000,10(2): 160-168.
[17]Kim, D., Benbasat, I., Trust-related arguments in Internet stores:A framework for evaluation, Journal of Electronic Commerce Research,2003,4(2):49-64
[18]Wang, S., Beatty, S. E.,&Foxx, W., Signaling the trustworthiness of small online retailers,Journal of Interactive Marketing,2004,18 (1):53-69
[19]Shankar, V., Urban, G. L,&Sultan, F., Online trust:A stakeholder perspective, concepts, implications, and future directions, Journal of Strategic Information System,2002,1 1:325-344.
[20]Kini, A., and Choobineh, J., Trust in Electronic Commerce:Definition and Theoretical Considerations, Proceedings of the 31st Hawaii International Conference on System Sciences, 1998,4:51-61.
[21]McKnight, D.H.,Cummings, L.L, and Chervany, N.L., Initial trust formation in new organizational relationships, Academy of Management Review,1998,23 (3):472-490.
[22]Hofstede, G.Motivation, leadership and organization:Do American theories apply abroad,Organizational Dynamics,1980,9(1):42-63
[23]Hoffman, D.L., Novak, T.P.,&Peralta, M., Building consumer trust online,Communications of the ACM,1999,42 (4):80-85
[24]Anol B.Hattacher jee(2002), Individual Trust in Online Firms:Scale Development and Initial Test, Journal of Management Information Systems,2002,19 (1):211-241
[25]Bhattacharya R, Devinney T M, Pillutla M M. A formal model of trust based on outcomes. The Academy of Management Review,1998,23 (3):459-492
[26]Gefen D,Straub D. Managing User Trust in B2C e-Services. E-Service Journal,2003,2 (2): 7-24
[27]Lee M.K.0, Turban E.A. Trust Model for Consumer Internet Shopping. International Journal of Electronic Commerce,2001,6 (1):75-91
[28]Bhattacherjee A. Individual trust in online firms:scale development and initial trust. Journal of Management Information Systems,2002,19 (1):213-243
[29]Clyde W. H. and Sharath S. (2005) "The dynamics of trust in B2C e-commerce:a research model and agenda", Inf Syst. E-Business Management, Vol.3, No.4, pp.377-403.
[30]Chang Liu, Jack T. Marchewka, June Lu, Chun-Sheng Yu(2005)Beyond concern-a privacy-trust-behavioral intention model of electronic commerce, Information & Management 42 (2005) 289-304
[31]Hui Lei, Gholamali C. Shoja (2004) A Distributed Trust Model for e-Commerce Applications, The 2005 IEEE International Conference on 29 March-1 April 2005 Page(s):290-293
[32]Wei-chang Kong Yu-Ting Caisy Hung (2006) Modeling Initial and Repeat Online Trust in B2C E-commerce, Proceedings of the 39th Hawaii International Conference on System Sciences-2006.
[33]Guangwei Zhang, Jianchu Kang, Rui He(2005)Towards a Trust Model with Uncertainty for e-Commerce Systems, IEEE International Conference on 18-21 Oct.2005 Page(s):200-207
[34]Ye Diana Wang, Herry H Emurian. An overview of online trust:Concepts, elements, and implications [J]. Computers in Human Behavior,2004.
[35]Audun J(?)sang, Roslan Ismail, Colin Boyd. A survey of trust and reputation systems for online service provision [J].Decision Support Systems 43,2007,618-644
[36]Sonja Grabner-Kr.autera, Ewald A. Kaluscha. Empirical research in on-line trust:a review and critical assessment. Int. J. Human-Computer Studies 58,2003,783-812
[37]A. J(?)sang, S. Pope, Semantic constraints for trust transitivity, Proceedings of the Asia-Pacific Conference of Conceptual Modelling (APCCM), Newcastle, Australia, February,2005.
[38]L. Ang, C. Dubelaar, and B.-C. Lee, (2003)"To trust or not to trust? A model of internet trust from the customer's point of view," In Proceedings of the 14th Bled Electronic Commerce Conference, Bled, Slovenia,2001, pp.40-52.
[39]S. Ba, P.A. Pavlou, (2002) Evidence of the effect of trust building technology in electronic markets, price premiums, and buyer behavior, MIS Quarterly 26 (3) 243-268.
[40]Sonja Grabner-Kr.auter, Ewald A. Kaluscha Empirical research in on-line trust:a review and critical assessment. Int. J. Human-Computer Studies 58 (2003) 783-812
[41]Chadwick S A. Communicating trust in e-commerce interactions. Management Communication,2001,14:653-658
[42]Chellappa R K, Pavlou P A. Perceived information security, financial liability and consumer trust in electronic commerce transactions. Logistics Information Management,2002,15 (5/6):358-368
[43]Corbitt B J, Thanasankit T, Yi H. Trust and e-commerce:a study of consumer perceptions. Electronic Commerce Research and Applications,2003,2:203-215
[44]Corritore C L, Kracher B, Wiedenbeck S. On-line trust:concepts, evolving themes, a model. Int. J. Human-Computer Studies,2003,58:737-758
[45]庞川,陈忠民,罗瑞文.消费者网络信任影响因素的实证分析.系统工程理论方法应用,2004,13(4)：295-304
[46]邵兵家,何俊辉,孟宪强.电子商务中信任问题研究述评.商业时代,2005,24：80
[47]严中华,关士续,米加宁.B2C电子商务信任实证研究的现状与思考.技术经济与管理研究,2005,2：81-82
[48]严中华,米加宁.信任的理伦框架研究及其在电子商务中的应用.科技进步与对策,2003,9：29-32
[49]周纳.信任问题——谈B2C模式电子商务的发展.商业研究,2003,18：174-178
[50]鲁耀斌, 周涛网上信任模型的比较分析[J]科技管理研究2005年第11期
[51]曾小春,王曼电子商务的信任机制研究——针对不同模式的比较分析山西财经大学学报,2007年第29卷第2期
[52]鲁耀斌周涛B2C环境下影响消费者网上初始信任因素的实证分析[L]南开管理评论2005年8卷,第6期第96-101页
[53]
[54]朴春慧等.C2C电子商务网站信用评价模型及算法研究[J].情报杂志,2007(8)：105-107.
[55]中华人民共和国国务院,国务院关于促进流通业发展的若干意见,国办发(2005)2号
[56]中华人民共和国商务部,关于促进电子商务规范发展的意见,商改发(2007)490号
[57]胡桃、吕廷杰、尹涛,《电子商务及其在电信行业中的应用》,浙江大学出版社,2006年9月
[58](美)Efraim Turban,David King,Dennis Viehland,Jae Lee《电子商务管理视角(原书第4版)》,机械工业出版社,2007年3月第1版
[59]田婕,C2C交易中诚信问题研究——基于博弈论模型[J],《电子商务》,2007年3月
[60]丁红霞、张琳,电子商务中的信用博弈分析,《商场现代化》2008年1月(中旬刊)总第527期,2008年1月
[61]中华人民共和国,中华人民共和国电子签名法,中华人民共和国第十届全国人民代表大会常务委员会,2004年8月
[62]陶洋、席志刚,B2C电子商务商城信用博弈分析,《商业时代》,2007年27期
[63]张维迎,《博弈论与信息经济学》,上海人民出版社,2002年9月第一版
[2]Jarvenpaa, S. L., and Tractinsky, N., Consumer trust in an internet store:a cross-cultural validation, Journal of Computer Mediated Communication,1999,5(2):1-3
[3]Mayer, R. C., Davis, J. H.,& Schoorman, F. D., An integrative model of organizational trust, Academy of Management Review,1995,20 (3):709-734
[4]Doney, P. M.and Cannon,J. P.,An examination of the nature of trust in buyer-seller relationships, Journal of Marketing,1997,61 (4):35-51.
[5]McKnight, D.H.,Choudhury, V.,and Kacmar, C.,The impact of initial consumer trust on intentions to transact with a web site:a trust building model, Journal of Strategic In formation Systems,2002,11:297-32
[6]Koufaris, M., William Hampton-Sosa, The development of initial trust in an online company by new customers, Information&Management,2004,41:377-397.
[7]Cheskin Research, Trust in the wired America,2000,7, Retrieved M ay 7,2005
[8]Sultan, F., Urban, G.L, Shankar V.,&Bart, I. Y., Determinants and role of trust in e-business: A large scale empirical study, S loan School of Management, Massachusetts Institute of T echnology,2002.
[9]Rayport, J. F.& Jaworski, B.J., E-commerce, New York:McGraw H ill,2001.
[10]Gefen, D., Karahanna, E.,&Straub, D.W., Trust and TAM in online shopping:An integrated model, MIS Quarterly,2003,27 (1):51-90.
[11]Stewart, K.J., Trust Transfer on the World Wide Web, Organization Science,2003,14(1):5-17.
[12]McKnight, D.H. and Chervany, N.L., What trust means in e-commerce customer relationships:an interdisciplinary conceptual typology, International journal of Electronic C ommerce,2001-2002,6(2):35-59.
[13]Wakefield, R.L.,Stocks, M.H.,Wilder, W.M.,The role of web site characteristics in initial trust formation, The Journal of Computer Information Systems,2004,45(1):94-103.
[14]Kim, K.K, Prabhakar, B.,Initial trust as a determinant of the adoption of Internet banking, The Database for Advances in Information Systems,2004,35 (2):50-64.
[15]Dwyer, F. R., Schurr, P. H. and Oh, S., Developing Buyer-Seller Relationships, Journal of M arketing,1987,51:11-27.
[16]Warrington, T.B.,Abgrab, N J., and Caldwell, H.M., Building Trust to Develop Competitive Advantage in E-Business Relationships, Competitiveness Review,2000,10(2): 160-168.
[17]Kim, D., Benbasat, I., Trust-related arguments in Internet stores:A framework for evaluation, Journal of Electronic Commerce Research,2003,4(2):49-64
[18]Wang, S., Beatty, S. E.,&Foxx, W., Signaling the trustworthiness of small online retailers,Journal of Interactive Marketing,2004,18 (1):53-69
[19]Shankar, V., Urban, G. L,&Sultan, F., Online trust:A stakeholder perspective, concepts, implications, and future directions, Journal of Strategic Information System,2002,1 1:325-344.
[20]Kini, A., and Choobineh, J., Trust in Electronic Commerce:Definition and Theoretical Considerations, Proceedings of the 31st Hawaii International Conference on System Sciences, 1998,4:51-61.
[21]McKnight, D.H.,Cummings, L.L, and Chervany, N.L., Initial trust formation in new organizational relationships, Academy of Management Review,1998,23 (3):472-490.
[22]Hofstede, G.Motivation, leadership and organization:Do American theories apply abroad,Organizational Dynamics,1980,9(1):42-63
[23]Hoffman, D.L., Novak, T.P.,&Peralta, M., Building consumer trust online,Communications of the ACM,1999,42 (4):80-85
[24]Anol B.Hattacher jee(2002), Individual Trust in Online Firms:Scale Development and Initial Test, Journal of Management Information Systems,2002,19 (1):211-241
[25]Bhattacharya R, Devinney T M, Pillutla M M. A formal model of trust based on outcomes. The Academy of Management Review,1998,23 (3):459-492
[26]Gefen D,Straub D. Managing User Trust in B2C e-Services. E-Service Journal,2003,2 (2): 7-24
[27]Lee M.K.0, Turban E.A. Trust Model for Consumer Internet Shopping. International Journal of Electronic Commerce,2001,6 (1):75-91
[28]Bhattacherjee A. Individual trust in online firms:scale development and initial trust. Journal of Management Information Systems,2002,19 (1):213-243
[29]Clyde W. H. and Sharath S. (2005) "The dynamics of trust in B2C e-commerce:a research model and agenda", Inf Syst. E-Business Management, Vol.3, No.4, pp.377-403.
[30]Chang Liu, Jack T. Marchewka, June Lu, Chun-Sheng Yu(2005)Beyond concern-a privacy-trust-behavioral intention model of electronic commerce, Information & Management 42 (2005) 289-304
[31]Hui Lei, Gholamali C. Shoja (2004) A Distributed Trust Model for e-Commerce Applications, The 2005 IEEE International Conference on 29 March-1 April 2005 Page(s):290-293
[32]Wei-chang Kong Yu-Ting Caisy Hung (2006) Modeling Initial and Repeat Online Trust in B2C E-commerce, Proceedings of the 39th Hawaii International Conference on System Sciences-2006.
[33]Guangwei Zhang, Jianchu Kang, Rui He(2005)Towards a Trust Model with Uncertainty for e-Commerce Systems, IEEE International Conference on 18-21 Oct.2005 Page(s):200-207
[34]Ye Diana Wang, Herry H Emurian. An overview of online trust:Concepts, elements, and implications [J]. Computers in Human Behavior,2004.
[35]Audun J(?)sang, Roslan Ismail, Colin Boyd. A survey of trust and reputation systems for online service provision [J].Decision Support Systems 43,2007,618-644
[36]Sonja Grabner-Kr.autera, Ewald A. Kaluscha. Empirical research in on-line trust:a review and critical assessment. Int. J. Human-Computer Studies 58,2003,783-812
[37]A. J(?)sang, S. Pope, Semantic constraints for trust transitivity, Proceedings of the Asia-Pacific Conference of Conceptual Modelling (APCCM), Newcastle, Australia, February,2005.
[38]L. Ang, C. Dubelaar, and B.-C. Lee, (2003)"To trust or not to trust? A model of internet trust from the customer's point of view," In Proceedings of the 14th Bled Electronic Commerce Conference, Bled, Slovenia,2001, pp.40-52.
[39]S. Ba, P.A. Pavlou, (2002) Evidence of the effect of trust building technology in electronic markets, price premiums, and buyer behavior, MIS Quarterly 26 (3) 243-268.
[40]Sonja Grabner-Kr.auter, Ewald A. Kaluscha Empirical research in on-line trust:a review and critical assessment. Int. J. Human-Computer Studies 58 (2003) 783-812
[41]Chadwick S A. Communicating trust in e-commerce interactions. Management Communication,2001,14:653-658
[42]Chellappa R K, Pavlou P A. Perceived information security, financial liability and consumer trust in electronic commerce transactions. Logistics Information Management,2002,15 (5/6):358-368
[43]Corbitt B J, Thanasankit T, Yi H. Trust and e-commerce:a study of consumer perceptions. Electronic Commerce Research and Applications,2003,2:203-215
[44]Corritore C L, Kracher B, Wiedenbeck S. On-line trust:concepts, evolving themes, a model. Int. J. Human-Computer Studies,2003,58:737-758
[45]庞川,陈忠民,罗瑞文.消费者网络信任影响因素的实证分析.系统工程理论方法应用,2004,13(4)：295-304
[46]邵兵家,何俊辉,孟宪强.电子商务中信任问题研究述评.商业时代,2005,24：80
[47]严中华,关士续,米加宁.B2C电子商务信任实证研究的现状与思考.技术经济与管理研究,2005,2：81-82
[48]严中华,米加宁.信任的理伦框架研究及其在电子商务中的应用.科技进步与对策,2003,9：29-32
[49]周纳.信任问题——谈B2C模式电子商务的发展.商业研究,2003,18：174-178
[50]鲁耀斌, 周涛网上信任模型的比较分析[J]科技管理研究2005年第11期
[51]曾小春,王曼电子商务的信任机制研究——针对不同模式的比较分析山西财经大学学报,2007年第29卷第2期
[52]鲁耀斌周涛B2C环境下影响消费者网上初始信任因素的实证分析[L]南开管理评论2005年8卷,第6期第96-101页
[53]
[54]朴春慧等.C2C电子商务网站信用评价模型及算法研究[J].情报杂志,2007(8)：105-107.
[55]中华人民共和国国务院,国务院关于促进流通业发展的若干意见,国办发(2005)2号
[56]中华人民共和国商务部,关于促进电子商务规范发展的意见,商改发(2007)490号
[57]胡桃、吕廷杰、尹涛,《电子商务及其在电信行业中的应用》,浙江大学出版社,2006年9月
[58](美)Efraim Turban,David King,Dennis Viehland,Jae Lee《电子商务管理视角(原书第4版)》,机械工业出版社,2007年3月第1版
[59]田婕,C2C交易中诚信问题研究——基于博弈论模型[J],《电子商务》,2007年3月
[60]丁红霞、张琳,电子商务中的信用博弈分析,《商场现代化》2008年1月(中旬刊)总第527期,2008年1月
[61]中华人民共和国,中华人民共和国电子签名法,中华人民共和国第十届全国人民代表大会常务委员会,2004年8月
[62]陶洋、席志刚,B2C电子商务商城信用博弈分析,《商业时代》,2007年27期
[63]张维迎,《博弈论与信息经济学》,上海人民出版社,2002年9月第一版