新媒体时代消费者网络维权的三方演化博弈分析——以汽车消费维权事件为例

Tripartite Evolutionary Game Analysis of Consumers Rights Protection Through Network in the New Media Age:Take the Case of Automobile Consumption Rights Protection as an Example

"互联网+"和新媒体的蓬勃发展催生了公民意识的觉醒,消费者的维权观念及行为都在发生着变化,出现了利用互联网的舆论力量维护消费者权益的现象,研究相关主体的行为策略具有时代特征和现实意义.以"奔驰女车主哭诉维权"事件为例,运用演化博弈方法构建了消费者、涉事企业和政府三方主体的博弈模型,对模型求解分析并运用MATLAB进行数值仿真.研究结果表明:消费者对网络维权成本收益的判断和情感抗争影响了维权行为,维权事件的舆情影响力和关注度及政府的整治处罚力度等因素影响涉事企业的负责行为,政府行为策略对引导维权系统演化至理想状态具有重要作用,研究有针对性的提出了新媒体时代保障消费者权益的对策建议.

The vigorous development of"Internet+"and new media have given rise to the awakening of civic awareness.Consumers'attitudes and behaviors of rights protection are changing.It is common to use the power of the Internet to safeguard their legitimate rights and interests.Taking the event of"Mercedes-Benz women car owners crying to protect their rights"as an example,the evolutionary game method is used to construct the game model of consumers,enterprises involved and the government.The model is solved and analyzed,and the numerical simulation is carried out by using MATLAB.The influence and atten-tion of public opinion and the punishment of the government will affect the probability that the enterprises involved will be responsible for consumers.Finally,the countermeasures and suggestions to protect consumers rights and interests in the new media age are put forward.