电商环境下融入在线社会关系的消费信贷价值度量研究

Consumer credit market in China is developing rapidly, the current consumer credit in e-commerce platform is mainly based on user attributes and individual behavior data, has not yet fully explored the online behavior data that associated to social relationships. Therefore it is unable to provide the appropriate credit services for social relations supported consumers. Against this background, the project is to study and put forward: 1) Research on the theory of online social network under electronic commerce environment, especially the construction of social network model. All of these research achievements form the basis of online social network. 2) The focus is on the identification and measurement of online behavior mining based e-commerce customers social relationships. along with modeling based on social relationship credit factors under e-commerce circumstances. while modeling e-commerce customer credit factors integrated with online social relationships, in order to build a customer credit factor model within e-commerce environment from both individual and social relationship aspects. 3) The central of measurement of comprehensive credit and refining of consumer credit service strategies of e-commerce customers is the fusion model of credit rating of e-commerce customers and reliability analysis, it offers a mechanism for a much more accurate comprehensive credit rating and service optimization within e-commerce environment. 4) Empirical research of consumer credit value and service. It is of significant importance both theoretically and practically to the optimization of China's customer credit market, the promotion of inclusive finance and the upgrading and transformation of China's economy.

我国消费信贷市场正处于快速发展阶段，当前兴起的电商平台消费信贷主要依据用户基础属性和个体行为数据，尚未充分考虑基于社会关系的在线行为数据，无法为社会关系支撑型用户提供合适的消费信贷服务。针对此背景，本项目研究提出：1）面向电商环境的在线社会关系理论，从而为电商环境下的在线社会关系提供理论基础。2）融入在线社会关系的电商客户信贷要素建模，从而从个体及社会关系两个视角建立电商环境下的客户信贷要素模型。3）电商客户综合信用度量与消费信贷服务策略优化，从而为电商环境下的消费信贷提供更准确的信用评价体系及服务优化机制。4）电商客户消费信贷价值及服务的实证研究，从而为验证优化本项目的信用评价体系提供实践支撑。通过这一研究，电商平台的消费信贷产品将有望覆盖更广大的用户群体，并提供更为准确的信贷服务，这对于完善和优化我国消费信贷市场，推动普惠金融的发展，促进我国经济的转型升级，具有重大的理论和现实意义。

我国消费信贷市场正处于快速发展阶段，当前兴起的电商平台消费信贷主要依据用户基础属性和个体行为数据，尚未充分考虑基于社会关系的在线行为数据，无法为社会关系支撑型用户提供合适的消费信贷服务。针对此背景，本项目研究提出：1）面向电商环境的在线社会关系理论，从而为电商环境下的在线社会关系提供理论基础。2）融入在线社会关系的电商客户信贷要素建模，从而从个体及社会关系两个视角建立电商环境下的客户信贷要素模型。3）电商客户综合信用度量与消费信贷服务策略优化，从而为电商环境下的消费信贷提供更准确的信用评价体系及服务优化机制。4）电商客户消费信贷价值及服务的实证研究，从而为验证优化本项目的信用评价体系提供实践支撑。.研究结论：融入在线社会关系的个人信用价值度量模型。以三维信用中个人信用理论为基础，嵌入在线社会资本理论，从微观层面建立个人信用价值度量模型。主要基于在线社会关系，根据自身节点的属性、自身网络中所处的位置、朋友节点的影响力、关系强度等要素建立个人信用价值度量模型等（2）融入在线社会关系的企业信用价值度量模型。以三维信用中企业信用理论为基础，嵌入在线社会资本理论，从中观层面建立企业信用价值度量模型。（3）信用是经济活动的润滑剂，具有重要的社会效用和经济价值，信用发挥出其固有价值的前提是通过客观信息来表征它，将信用从道德维度和法律原则维度落实到价值层面，以此建立信用生态系统。未来互联网信用将渗透到生活的方方面面，信用贷款、信用消费、信用教育、信用医疗等信用应用会在日常生活中被普及应用，高信用人群和企业可以更为便捷地享受信用服务，这也间接的驱动了社会大众及企业对信用重要性的认知。.本项目研究内容对服务互联网金融领域、利用大数据建立征信系统，完善在线社会资本理论实践等研究具有重要意义。