基于社交网络的芝麻信用评分体系的改进研究电子商务本科毕业设计毕业论文.docx

PAGE \* MERGEFORMATII 本科毕业设计（论文） 基于社交网络的芝麻信用评分体系的改进研究 学院 专业 学生姓名 学生学号 指导教师 提交日期 经济与贸易学院 电子商务 PAGE \* MERGEFORMATII PAGE \* MERGEFORMATII PAGE \* MERGEFORMATI 摘 要 近几年，互联网技术快速发展，互联网信贷也在慢慢兴起，蚂蚁金服旗下的芝麻信用作为互联网信贷的一大部分，其评分系统扮演着重要角色。随着社交媒体兴起，人们几乎日常生活已经离不开社交媒体，通过社交媒体，人们发布各种日常生活信息，社交数据越来越贴近人们的生活，越来越能反映人们的性格、习惯。为了更好地对用户的信用进行评价，本文建议基于社交数据对芝麻信用评分进行改进。而“微博”作为我国最大的社交平台，每天都有海量用户发布内容，拥有大量的社交数据，并且可以通过开放的API接口直接获取用户数据，再加上微博与淘宝间有关联，所以本文利用“微博”来挖掘社交信息。 本文主要通过参照国外信用评价机构的构建体系，同时结合与淘宝连接的微博可以挖掘出的社交信息，往芝麻信用评分体系中可以加入新的社交指标，分别为情感分析与行为分析。最后通过层次分析法与模糊评价法得出评分体系的权重；通过爬取新浪微博的社交标签等方式，构建支付宝芝麻信用评分体系的社交部分指标和权重。 关键词：社交数据；芝麻信用；个人信用；信用评分体系  Abstract In recent years, Internet technology has developed rapidly and Internet credit is slowly emerging. The sesame credit of Ant Financial Group, as a large part of Internet credit, plays an important role in the scoring system. With the development of social media, people can hardly live without social media. People publish various kinds of daily life information by using social media. Social data is increasingly close to people’s daily life and can increasingly reflect people’s personalities and habits. In order to better evaluate the users credit, this paper proposes to improve the sesame credit score based on social data. As the largest social platform in China, “Weibo” has a large number of users who publish their daily content every day,so it has a large amount of social data and it also have a relationship with Taobao. And since we can directly obtain user data through an open API, so this article use weibo to obtain social data. This article mainly refers to the construction system of foreign credit evaluation agencies, use Weibo’s social information and add new social indicators to the sesame credit scoring system, namely, sentiment analysis and behavior analysis. Finally, the weights of the scoring system are obtained by the AHP method and the fuzzy evaluation method. By crawling the social tags of