| 摘 要: 网购消费虚假评论问题日益突出，严重制约了平台经济的高效优质发展，而平台积极的治理措施有助于遏制虚假评论行为的同时，也会引发相关主体利益的扭曲，因此理清各主体相互关系有助于解决虚假评论问题面临的现实困境。基于演化博弈理论，构建消费者、商家、平台的三方演化博弈模型，讨论其博弈均衡和演化趋势，并进行仿真分析。研究表明，返现金额和评论成本、经营成本和奖惩金额、监管成本和名誉收益等分别是影响消费者、商家、平台演化稳定策略的关键因素；在各主体博弈中，只要平台以积极的态度对虚假评论行为进行监管，商家和消费者必定会主动承担起相应的社会责任。虚假评论行为需多元共治，以期打造“消费者客观评论、商家诚信经营、平台积极监督”的良好生态。 |
| 关键词: 网购；虚假评论；演化博弈；仿真 |
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中图分类号: TP399
文献标识码: A
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| 基金项目: 教育部人文社科项目青年项目(20YJC630008)；南京邮电大学项目(NYTJ21811). |
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| Research on Governance Strategies of Online Shopping False Comment Behaviors based on Multi-party Evolutionary Game |
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CHEN Ruiyi, LIU Mengru, JIANG Lining
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(School of Management, Nanjing University of Posts and Telecommunications, Nanjing 210003, China)
rychen@163.com; mr12345699@163.com; jln_njupt@163.com
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| Abstract: False comments on online shopping are becoming more and more prominent, which seriously restricts efficient and high-quality development of the platform economy. Active governance measures of the platform help to curb false comment behaviors, and cause distortions of interests between related subjects as well. Therefore, clarifying relationships between various subjects will help to solve the practical dilemma of false comments. Based on evolutionary game theory, this paper proposes to construct a tripartite evolutionary game model of consumers, businesses, and platforms, discuss its game equilibrium and evolution trend, and makes simulation analysis. Studies have shown that some key factors affect the evolution and stability strategy of consumers, businesses and platforms respectively. These factors are the cash back amount and comment cost, operating cost and reward-punishment amount, and supervision cost and reputation income, etc. In the game of each subject, as long as the platform positively supervises the false comment behaviors, businesses and consumers will take the initiative to bear the corresponding social responsibilities. False comments need to be Multigoverned, so to create a good ecology of "objective comments of consumers, honest operation of businesses, and active supervision of platforms". |
| Keywords: online shopping; false comments; evolutionary game; simulation |
