Dynamic Evolutionary Game Analysis of Online Praise Reward Behavior of E-commerce Platform

Abstract

Praise reward is a marketing strategy widely adopted by e-commerce sellers at present. However, improper praise and reward will reduce the reference value of consumers’ online comments, and even damage the good online shopping environment. Aiming at the problem of e-commerce platform, this paper constructs an evolutionary game model with merchants, consumers and e-commerce platform as the main body. Matlab software is used to simulate and depict the dynamic evolution process of merchants and consumers’ behavior decisions under the setting of reward and punishment mechanisms. The results show that the initial selection probability, the cost of favorable reward strategy and the reward and punishment of e-commerce platform can change the evolution tendency and stability of the strategy when the parameters change around the stable point; Increasing the strategic cost of merchants and consumers and optimizing the reward and punishment mechanism of e-commerce platform for merchants and consumers can effectively improve improper consumer praise behavior. The conclusion of this paper can provide decision support for the government to formulate appropriate policies, guide and promote the healthy and orderly development of e-commerce market.