个人云服务用户采纳行为的演化博弈分析

Evolutionary Game Analysis on User Adoption Behavior of Personal Cloud Service

个人云服务优势的实现和市场的发展很大程度上取决于用户的采纳和持续使用。通过个人云服务用户采纳行为的研究,以期对个人云服务提供商和用户良好交互的实现提供决策支持。基于此,引入演化博弈理论,分别构建了个人云服务用户在服务协商阶段和服务使用阶段的采纳行为博弈模型以及双方博弈的支付矩阵。研究发现:在服务协商阶段,个人云服务提供商给用户带来的收益决定了双方的合作基础;在服务使用阶段,个人云服务用户在多次博弈中的行为改变了用户自身的信任值,而个人云服务提供商对用户行为信息的时间积累是进行用户信任值评估的重要依据。

The realization of the advantage of personal cloud service and the development of the market largely depend on the users＇ adoption and continuous use. The study on user adoption behavior of personal cloud service is expected to provide decision support for realizing a good interaction between personal cloud service providers and users. Based on this, the evolutionary game theory is introduced to respectively construct the game model of adoption behavior and the payment matrix of the two parties during the service negotiation stage and the service use stage of personal cloud service. The results show that in the stage of service negotiation, the benefit brought by personal cloud service providers to users determines the cooperation basis of both parties. During the service use phase, the behavior of the personal cloud service user in multiple games triggers the change of the user＇s own trust value, and the time accumulation of personal cloud service provider to user behavior information is an important basis for the evaluation of user＇s trust value.