C2C中信誉操纵行为的制度工程学治理研究

C2C电子商务迅猛发展的同时,其存在的信誉操纵问题的解决对于信任基础薄弱的C2C电子商务行业来说刻不容缓.首先,根据C2C电子商务的特征,对商家操纵信誉的动机、操作方式及操作流程进行梳理.随后分析了信誉操纵对C2C电子商务行业产生的影响,并通过孙氏图分析其制度结构,从而得到治理该不良行为的观测力度条件.通过算例,分析得到引入的抗欺诈C2C卖方信誉计算模型通过提高C2C中商家信誉操纵的观测力度治理信誉操纵行为,从而为信誉操纵行为治理提供理论依据.最后,提出统一资信评估标准、独立第三方资信平台及C2C平台内部吹哨人制度的治理建议.

C2C Reputation Manipulation and Its Control Measures Based on System Engineering Science

With the rapid development of C2C e-commerce,it is urgent to solve the reputation manipulation problem which hinders the construction of C2C e-commerce credit system.The motivation,interest,mode of operation and operation procedure of reputation manipulation were analyzed.After inspecting the credibility-manipulation impact on C2C e-commerce industry,the institution structure was analyzed by Sun chart and the observation intensity condition for governing the bad behavior was achieved.The introduced anti-fraud model for seller''s reputation of C2C can control the C2C reputation manipulation by enhancing the observation intensity,which provides a theoretical basis for governing the reputation manipulation.A unified credit assessment criteria,an independent third-party platform as well as its internal whistle-blower system were given as advises.