Purchase decision-making research based on online transaction credit risk evaluation

by zhao kunpeng xjtu 28/8

topic• ITEM:the purchase decision-making research

based on Online transaction credit risk evaluation• WHY 1:Credit system is an important support for

the development of electronic commerce. According the “electronic commerce directive opinion during the development of 125" by the Ministry of Commerce ,our country should establish the credit system of E commerce, the specific work tasks include strengthening supervision, consumption of e-commerce trading platform and so on.

• WHY 2 ： In 2012 the National Natural Science Fund Guide, uncertainty / risk type decision theory and method based on bounded rationality behavior is one point of the key project - behavioral decision theory and method ( G0104 ).

Research contents

• ( 1) credit risk generation mechanism research of online transaction; ( 2) credit evaluation method of online transaction ; ( 3) credit evaluation index system of purchasing decision of online transactions and the model;

Research aim

• Based on the analysis of electronic commerce different credit model ( intermediary model, security model, website business model, entrusting mode),online transaction credit risk generation mechanism, business chain, build an online trading credit risk evaluation index system of purchase decision behavior, establish model and empirical analysis.

Intermediary model• The intermediary model takes the electronic

commerce website as an. intermediary transaction. The payment and the goods will be given to the offices of the website according transaction agreement. The offices deliver the goods to purchaser and take the payment to seller after verification. The website try to control the whole process of the transaction.

• Advantages ： reducing the commercial fraud and other commercial credit risk.

• disadvantages ： transaction speed is slow; high transaction cost problems; too much offices all over the country; difficult to popularization.

Security model

• The Security model is web sites or enterprises operating websites who guaranteeing the benefit of all parties and solving the problems of credit risk. This model is generally applied to the specific organization of the industry.

• advantages ： reduce the credit risk• disadvantages ： because of verification and

negotiation, the transaction costs are increase.

Website business model

• The website business model is trading by online store. Purchaser pay to the account designated on the website after obtaining the trading rights. The website send goods to purchaser after receiving the payment.

• advantages ： easily applied in retail website• disadvantages ： unilateral credit mode, B TO

C e-commerce development obstacle.

Entrusting model

• The website establish trading rules. Parties of trading provide public accounts in bank according preset agreements. Computer network ensure the transaction in a security condition. The website doesn’t enter the process directly.

• advantages ： Bank supervision based on fairness

• disadvantages ： not all enterprises can build a nationwide bank authorization mechanism

Key points

• Build a suitable index system• Establishing purchasing decision-making

model under the online transaction credit risk evaluation

method

credit risk generation mechanism

Li terature research

Case research

evaluation index system of purchasing decision of online transactions and the model

empirical analysis

Experi ment di si gn

E-commerce chai n anal ysi s

Structure anal ysi s

questi onai r

Intermediary model

Security model

Website business model

Entrusting model

recorrect