基于累积前景理论与演化博弈论的电商平台监管策略研究

doi:10.12052/gdutxb.160105

Abstract

Abstract:

Based on electric business platform participation anti-counterfeiting, cumulative prospect theory is used to improve evolution game method, building an electric business platform and an online seller benefit perception matrix. Considering the interests of both sides, bonus incentive variable is introduced, an online sellers sales strategy selection model under the bonus changes is built, and it is proposed that an e-commerce platform need rational use of financial incentives and penalties for the two-way control. Not only the limitations of traditional gaming models are solved, but an actionable anti-counterfeit direction for e-commerce platform is also provided.

Key words: e-commerce platform, online sellers, cumulative prospect theory, incentive bonuses, system dynamics

CLC Number:

F224.32

Chen Hai-xia, Zhong Ying-hong. An E-commerce Platform Anti-counterfeiting Strategy Research Based on Cumulative Prospect Theory and Evolutionary Game Theory[J].Journal of Guangdong University of Technology, 2017, 34(04): 52-57.

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An E-commerce Platform Anti-counterfeiting Strategy Research Based on Cumulative Prospect Theory and Evolutionary Game Theory

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