网商生态系统交易主体间信用行为博弈研究

Research on Credit Behavior Game of Transaction Participants in the Net Trade Ecosystem

随着电子商务的迅猛发展,信用问题越来越被人们所重视.以混合战略博弈理论为依据,研究网商生态系统中交易主体间的信用行为博弈问题,探究信用问题产生的原因,并根据建立的博弈模型分析得到混合纳什均衡解.通过对混合纳什均衡解分析得到,对采取欺诈经营的网商的惩罚力度越大,网商通过欺诈进行获利的空间越小,选择诚信经营的网商比例就越大,这对于网商生态系统交易环境中的信用问题的改善有着重要的作用.

With the rapid development of e-commerce, credit problems are increasingly valued by the people. Based on a mixed strategy game theory, this article researches the credit behavior game between the main trading in the net trade ecosystem, to explore the reasons of credit problems and analysis the mixed Nash equilibrium solution according to the established game model. By analysing the mixed Nash equilibrium solution we know that the greater punishment take on the fraud operation e- traders, the smaller space the e- traders will get profit by cheating, the proportion of the e-traders who select integrity operation will be more greater. This plays an important role for the improvement of the credit problems of the trading environment in the net trade ecosystems.