Network Trust and Credit Risk Evaluation under Online Transaction Based on Cloud Model——A Case Study in C2C Transaction Mode

Abstract

Abstract:

Network trust is the foundation of online transactions and, under an online transaction environment, reasonably characterizing and evaluating the network trust is the core content for the credit risk evaluation of online transactions.Under the C2C transaction envi-ronment, based on analyzing the main influential factors of network trust, we propose an improved trust evaluation model based on cloud model;and a credit risk evaluation methodology is proposed by using the factors of price and trust evaluation result.Taking C2C pattern as an example to do the empirical experiment, we get conclusions as follows:credit risk evaluation value decreases with the increase of the trust evaluation value, while increases with the increase of the price volatility;in a single evaluation period, the credit risk increases with trust propensity, the more it depends on the seller's historical credit score, the easier credit risk will happen because of the credit speculation;while in different evaluation periods, credit risk and trust propensity do not show a linear relationship.

Key words: network transactions, cloud model, network trust, credit risk, evaluation

Lai Hui, Huang Yumeng, Zhou Zongfang. Network Trust and Credit Risk Evaluation under Online Transaction Based on Cloud Model——A Case Study in C2C Transaction Mode[J]. , 2017, 29(7): 225-234.

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