Abstract:

In order to decrease the asymmetry of the consumer to consumer e-commerce market, reflect the sellers’ integrity level and improve the customers’ confidence, most e-commerce sites have established credit evaluation system But could the present credit evaluation system accurately reflect sellers’ credit distribution and structure? In this paper, through modeling analysis and deductive analysis, we think that with the expansion of the market scale, the present credit evaluation is no longer adaptive to the development of e-commerce market, and credit rating cannot reflect the sellers’ credit status but more reflect the contingency factors and the length of the business history It also makes the unfair competition between old and new sellers and encourages the sellers to adopt dishonest behavior such as credit hype Finally, this paper proposes a dynamic evaluation model based on favorable evaluation rate and credit scores

Key words: consumer to consumer e-commerce, credit evaluation model