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网络交易中日益增长的欺诈行为阻碍了人们参与网上交易的积极性,激励参与方在网络交易中保持诚信交易是非常必要的。而目前电子商务网站中使用的在线信誉反馈系统难以实现激励卖方一直保持诚信交易。基于此,构建了基于交易时间价值的信誉反馈集结模型。理论模型表明:在生存期无限的情形下,只要历史交易信息对目前信誉度的影响足够小,卖方会保持持续的诚信交易。同时通过模拟分析比较了生存期有限的卖方在不同的历史信誉评价权重下的策略,卖方在不同的超额收益下的策略。分析表明:卖方从欺诈交易中获得的超额利润越大,卖方越不会保持诚信交易;基于交易时间价值的信誉反馈集结模型能够激励卖方保持持续的诚信交易行为。
The growing fraud in online transactions hinders people’s enthusiasm in participating in online transactions and motivates them to keep honest transactions in online transactions. At present, the online reputation feedback system used in the e-commerce website is difficult to realize and encourages the seller to keep good faith transactions all the time. Based on this, a reputation feedback aggregation model based on transaction time value is constructed. The theoretical model shows that in the infinite life cycle, as long as the influence of the historical transaction information on current credit is small enough, the seller will maintain a continuous good faith transaction. At the same time, through the simulation analysis, we compare the tactics of the seller with limited life expectancy under different historical credit rating weights and the seller’s strategies under different excess returns. The analysis shows that the greater the excess profit the seller obtains from fraudulent transactions, the less sellers will maintain integrity transactions. The credit feedback buildup model based on the time value of trading can encourage sellers to maintain a continuous integrity transaction.