The credit evaluation behavior in the C-C E-commerce market: Authenticity and initiative

Development of C-C e-commerce market depends on a healthy and complete credit system, and a healthy and complete credit system should be established on the basis of an active and authentic feedback. However, basing on survey results and the research on psychology and behaviors of evaluators, we find that there is a tendency for them to not give feedback after transaction. Moreover, the defects of the existing credit rating rules make it hard to evaluate properly the transaction and the seller´s creditworthiness. These problems would distort the credit status of players in C-C E-commerce market. This paper suggests that improving the credit evaluation forms, contents, rules and establishing the rewarding credit evaluation system, would help to build a more complete and accurate evaluation mechanism, which could provide buyers more sufficient and helpful information about the trader´s creditworthiness, and then facilitate buyers´ decision making.