中文摘要：

通过分析现有的C2C信用评价模型,指出其存在的缺陷,并运用“静态博弈”和基于“复制动态”思想的演化博弈,分别对电子交易的成交和评价阶段买卖双方的策略选择展开研究。结果表明：现存评价机制中的买家诚信、卖家诚信、第三方平台投诉机制、惩罚机制等因素会对电子交易中买卖双方的策略选择产生影响。为了解决C2C信用危机、促进C2C电子商务的可持续发展,有必要利用交易金额、卖家信用度、买家信用度三项指标建立一个新的信用评价体系。在此基础上,引入一种新的基于加权平均的信用评价算法,最终形成一个更加科学、可行的动态C2C信用评价模型。

英文摘要：

Risks of C2C electronic trading,such as its virtuality, anonymity, asymmetry of time and space make the problem of credit system in each big trading platform increasingly prominent, so opening up a new research field. Through the analysis of the existing C2C credit evaluation model, the paper points out its defects,and studies the strateggic choices of the seller and the buyer in the transaction stage and evaluation stage respectively, using the ＂static game＂ and evolutionary game based on the ＂Replicate Dynamic＂. The research results show that factors, such as credit of buyers, credit of sellers, complaints mechanism of third party platform and punishment mechanism in the existing evaluation mechanism could influence the strategy choices of buyers and sellers in electronic trading. In order to solve the C2C credit crisis, and promote the sustainable development of C2C e-commerce, it is necessary to build a new credit evaluation system by using the three indicators of amount of the transaction, the seller credit,and the buyer credit. On this basis, a new credit evaluation algorithm can be established based on the method of weighted mean, finally forming a more scientific and feasible dynamic C2C credit evaluation model.