论文总字数：25941字

摘 要

随着中国网民数量爆发式的增长，中国的B2C电子商务也发展的十分迅速，影响范围越来越广，而网络入口的门槛越来越低，网上购物需求增长的浪潮中对网络交易信用的要求越来越高，而与此相关的B2C电子商务企业的信用相关问题却仍然没有得到很好解决，而这个问题如若得不到重视管理，将会直接影响到B2C电子商务的进一步发展扩大。本文先介绍了当今B2C电子商务信用的现状，使得对该领域的信用情况以及信用评价情况有所了解，然后论述了信用评级理论和等级划分、信用评级模型等电子商务信用评价中会用到的理论，然后提出了电子商务信用评价体系，分析了B2C电子商务企业信用评价体系的现状，并分析了现今B2C电子商务企业信用评价体系存在的问题。接下来针对B2C电子商务企业信用方面进行了分析，先分析了B2C电子商务和B2C电子商务信用方面的问题与缺陷，然后分析了B2C电子商务企业信用基础影响因素以及B2C电子商务企业信用行为影响因素，并根据因素分析的结果与存在问题缺陷，综合分析之后，再结合现状对合理的信用评价指标体系进行了选取。

关键词：电子商务 B2C 信用评价

B2C e-commerce enterprise credit assessment

Abstract

As China's Internet users explosive growth, China's B2C e-commerce is developing very rapidly, especially in the mobile Internet users, even more than the computer Internet users in recent years, its development speed increasing, the influence range is more and more wide, and the threshold of the entrance to the network is more and more low, the netizens decrease of the average age of network, online shopping, in the tide of demand growth of network trade credit demand is higher and higher, and the related B2C e-commerce enterprise's credit related problems still has not been well solved, and the problem without attaches great

importance to the management, will directly affect the further development of B2C e-commerce, may also affect online trading market atmosphere, become the bottleneck of restricting the development. This article first introduces the status of the B2C e-commerce credit, credit and credit evaluation for the field situation, and then discusses the credit rating theory and hierarchy, the credit rating model are used in electronic commerce credit evaluation theory, and then puts forward the electronic commerce credit evaluation system, analyzed the the present situation of the B2C e-commerce enterprise credit evaluation system, and analyzes the current problems existing in the B2C e-commerce enterprise credit evaluation system. Next to B2C e-commerce enterprise credit aspects are analyzed, first analyzes the B2C e-commerce and B2C e-commerce credit problems and defects, and then analyzes the influencing factors of B2C e-commerce enterprise credit basis and B2C e-commerce enterprise credit behavior influence factor, and based on factor analysis results and existing problems of the defect, after comprehensive analysis, combining the status quo of reasonable credit evaluation index system of the selection.

Key Words: B2C, e-commerce, credit evaluation

目录

摘要……………………………………………………………………………………………Ⅰ

关键词…………………………………………………………………………………………Ⅰ

Abstract………………………………………………………………………………………Ⅱ

Key words………………………………………………………………………………………Ⅱ

第一章绪论……………………………………………………………………………1

1.1研究背景与意义……………………………………………………………………………1

1.2文献综述……………………………………………………………………………1

1.3研究内容……………………………………………………………………………2

1.4研究方法……………………………………………………………………………3

第二章 B2C电子商务面临问题……………………………………………………………………………4

2.1 B2C电子商务的概念……………………………………………………………………………4

2.2 B2C电子商务信用价……………………………………………………………………………4

2.3目前B2C面临的问题……………………………………………………………………………6

2.4电商信用体系对B2C电子商务的作用……………………………………………………………8

第三章 现状分析……………………………………………………………………………9

3.1 B2C电子商务企业信用评价现状分析………………………………………………………9

3.2信用评级……………………………………………………………………………10

3.3电子商务信用评价体系……………………………………………………………………………10

3.4当前B2C信用评价体系的主要缺陷…………………………………………………………12

第四章 B2C电子商务企业信用影响因素分析…………………………………………………14

4.1 B2C电子商务企业信用行为影响因素分析………………………………………………………14 4.2 B2C电子商务企业信用行为影响因素分析………………………………………………………16

第五章 电子商务信用评价指标体系分析与选取…………………………………………………………19

5.1电子商务信用评价指标体系设计分析……………………………………………………………19

5.2选取合理信用评价体系……………………………………………………………………………19

第六章 总结……………………………………………………………………………31

6.1研究总结……………………………………………………………………………31

6.2未来展望……………………………………………………………………………31

参考文献……………………………………………………………………………33

致谢……………………………………………………………………………35

第一章 绪论

1.1研究背景与意义

互联网早已在中国普及，随着移动互联网用户数量不断扩大，在2015年时已经超过了电脑网络用户数量，网络贸易和电子商务的市场范围进一步扩大，以惊人的速度快速发展，艾瑞咨询最新统计数据显示，2015仅第三季度中国网络购物市场交易规模就为9176.9亿元，较去年同期增长32.6%；从网络购物市场结构来看，B2C占比达到51.8%，与去年同期相比提高7.3个百分点，B2C俨然已成为网络市场组成主体和主要推动力[2]。

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