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中文摘要：
由于受网络虚拟性等因素的影响,C2C环境下卖方选择问题一直备受关注。以淘宝为代表的C2C网站为交易双方提供了较丰富的在线信用体系,但仍存在不足。从在线消费者决策入手,参照当前主流C2C平台的信用评价体系,在考虑时间、产品相关度和用户评价等因素的基础上,引入经营、质量和服务三个惩罚因子,结合消费者风险偏好,建立了一种C2C卖方选择的评价模型,并通过算例进行了验证。
英文摘要：
Due to the effect of network＇s virtuality and other factors,the seller selection problem in C2C environment has been of great concern.In recent years,the C2C sites such as Taobao,have developed rapidly with scale expanded.They all establish the online credit systems which play a great role on the seller＇s selection but are still insufficient.This paper starts with the analysis of online consumer＇s decision-making process.Then,considering the timing,product-related degrees,three penalty factors,are exacted out on the base of the domestic C2C platform＇s online credit records.A new seller selection model is given which concerns consumers＇ risk attitude,and is finally verified through examples.
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