基于消费者评价真实性和主动性的c2c电子商务信用评价分析

he development of C2C e-commerce market depends on a health and perfect credit system, which is based on the evaluations traders made after transaction. But through the evaluation based on psychological and behaviors, we found that buyers have lack of sufficient incentives because of the positive externality evaluation ,resulting in the phenomenon of non-evaluation; and the flaw of existing credit evaluation rules ,makes the evaluation can't reflect the real situation of the transaction . These problems led to the distortion of credit, if these problems cannot be solved effectively, it will eventually hinder the development of e-commerce in china. Finally, this paper tries to improve the transaction based on the form, content and relevant rules of buyers and sellers each other ,and establish a incentive mechanism, so the credit evaluation system can provide more real information of the trade, and further reduce transaction risk, helping traders to make the right decision.