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hexiangzhen91@126.com Abstract. E-commerce has developed rapidly in recent years; the credit problems bring a lot of trouble to consumers. This paper has taken taobao as an example, found out the existing problems, and improved the index system by removing the logistics indicators and taking transaction time and transaction amount into consideration and using weight analysis with AHP method to establish a new credit model. Finally, we have made an empirical analysis by comparing the existing evaluation model and the improved model, the result shows that our new model is more efficient and practical.

The Improved C2C E-Commerce Credit Model ----A Case Study of Taobao