摘 要
作為一種新興的電子商務(wù)模式，C2C電子商務(wù)近年來表現(xiàn)出巨大的商業(yè)前景，然而C2C電子商務(wù)卻面臨著缺乏消費者信任的發(fā)展障礙。由于交易雙方信息不對稱程度的加大和網(wǎng)絡(luò)欺詐行為的不斷發(fā)生，使得消費者對C2C網(wǎng)上交易所感知的風(fēng)險大大增加，不信任感增大。對于C2C電子商務(wù)，由于交易主體是個人，信任問題顯得更加突出。信任問題是使消費者不愿在線購物的主要原因之一。因此，本文著重對C2C電子商務(wù)中的信任問題進行研究。
本文首先對信任理論和在線信譽系統(tǒng)進行了系統(tǒng)的介紹；其次，針對在線信譽系統(tǒng)的核心——信任模型，本文對模型進行有效性分析，分析結(jié)果表明，現(xiàn)行的信任模型沒有考慮交易價值、評分用戶的信用度和近期信用度等關(guān)鍵因素，不能有效地制止“信用詆毀”和“信用榨取”現(xiàn)象，不利于激勵用戶誠信交易，使得某些不誠信的機會主義者有可乘之機。針對目前信任模型存在的缺陷，本文建立了C2C個性化信用計算模型，并根據(jù)用戶的類型進行了有效性檢驗。
本文旨在將信任的主要影響因素引入到信任模型中，提出一種信任體系的構(gòu)建方式，為C2C電子商務(wù)的信任提供一些改進的策略。

關(guān)鍵詞：電子商務(wù)，C2C，信任，模型
                            

 
 Abstract
As a new E-commerce model, C2C E-commerce demonstrates great business potential in recent years. However the absence of consumers’ trust is a main barrier which the C2C electronic commerce meets. The risk of consumers’ feeling on shopping in C2C transaction platform is bigger than that in the traditional business pattern due to the much more asymmetric information and frequent occurrence of web cheating behavior. As the both party of C2C E-business participants are individuals, the trust problem is even worse. Trust problem is one of the main reasons why consumers hesitate to go shopping online. Therefore, it is very significant in studying the trust problem of the C2C E-commerce.
Firstly, this paper introduces credit theory and online reputation systems. Secondly, according to the core part of online reputation systems, this paper establishes a model to eva luate its validity. And the results point out that the current trust model have not eva luated some key factors, such as transaction value, user’s credit and recent credit. So, it can not effectively decrease the possibilities of “credit slander” and “credit squeeze”, and it will surely give rise to negative effects on users’ transaction experience. In order to solve the defects mentioned above, this paper establishes a C2C personalized credit computational model, and eva luates the validity in accordance with the type of users in this model.
The purpose of this paper is to introduce the influencing factors of trust into the trust model, find a new way to build a new trust system, and hope to provide some improved strategy to the trust of C2C E-commerce.

Key words：E-commerce, Consumer to Consumer, Credit, Model
 
 
目    錄
1 緒論 1
1.1 研究的目的和意義 1
1.1.1 研究目的 1
1.1.2 研究意義 1
1.2 信任機制的研究現(xiàn)狀 2
1.2.1 國外的研究現(xiàn)狀 2
1.2.2 國內(nèi)的研究現(xiàn)狀 2
1.3 本文研究的內(nèi)容 3
2 C2C信任機制綜述 4
2.1 C2C電子商務(wù)概述 4
2.2 信任的定義 5
2.2.1 傳統(tǒng)信任的定義 5
2.2.2 電子商務(wù)信任的定義 6
2.3 C2C信任機制問題分析 7
2.3.1 信任對電子商務(wù)的影響 7
2.3.2 C2C信任機制存在的問題 10
2.4在線信譽系統(tǒng) 11
2.4.1在線信譽系統(tǒng)的概念 12
2.4.2在線信譽系統(tǒng)的作用 13
2.4.3在線信譽系統(tǒng)的分類 13
2.4.4在線信譽系統(tǒng)的應(yīng)用 14
2.4.5在線信用評價機制的有效性分析 15
3 C2C信任機制的影響因素 18
3.1 信任模型介紹 18
3.2 C2C的傳統(tǒng)信任模型分析 18
3.2.1 傳統(tǒng)信任模型介紹 18
3.2.2 累加信任模型的優(yōu)缺點 21
3.3 信任模型的影響因素分析 22
4 基于推薦信任的C2C信任機制 24
4.1 模型思想 24
4.2 C2C信用計算模型 24
4.2.1 模型定義 24
4.2.2 模型構(gòu)建 25
4.3 模型檢驗 26
4.3.1誠信用戶模擬分析 26
4.3.2惡意用戶模擬分析 28
5 總結(jié) 31
參考文獻 32
致謝 34