B2C电子商务信任信息共享进化博弈分析

Evolutionary Game Analysis on Sharing of Trust Information in B-C Electronic Commerce

B2C电子商务近年来受到广大顾客欢迎,除了商家自营商店外,也不断吸纳了越来越多的商家进驻而丰富市场,形成了商家与B2C电子商务的合作网络。目前对B2C电子商务信任研究侧重于研究商家信任相关的某些方面,如影响B2C电子商务信任的因素、信任的计算模型等。本文针对当前B2C电子商务网站中加盟店信任问题进行探讨,B2C电子商务平台共享加盟商的信任信息可以最大程度地提高电子商务平台对加盟商信任度的评估。从进化博弈论角度进行分析,建立一种信任信息共享模型,并利用动态复制方程分析了其稳定状态及演化趋势,最后分析了信任信息共享的影响因素并讨论相应的对策。

B2C electronic commerce is becoming more and more popular.In addition to self-employed shop,B2C electronic commerce provides a well-suited platform for many franchiseres to sell their own product and a complex symbiosisy forms among B2C electronic commerce and franchiseres.The current research focuses on some aspects of trust management,such as,the influence factors and the calculation model of trust etc.The paper discusses the sharing of information of trust information in the problem of trust in B2C,which can improve the level of trust effectively.From the view of game theory,the paper puts forwards a model of trust information sharing,analyzes the steady-going state and evolution tendency by replicator dynamics,and analyzes the influence factor in the sharing of trust information.