Journal of Computer Applications ›› 2016, Vol. 36 ›› Issue (12): 3269-3273.DOI: 10.11772/j.issn.1001-9081.2016.12.3269

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Analysis of evolutionary game on client's evaluation strategy selection in e-commerce

LIU Dafu1,2, SU Yang1,2, XIE Hong'an1,2, YANG Kai1,2   

  1. 1. Department of Electronic Technology, Engineering University of Chinese People's Armed Police Force, Xi'an Shaanxi 710086, China;
    2. Key Laboratory of Network and Information Security under Chinese People's Armed Police Force, Xi'an Shaanxi 710086, China
  • Received:2016-04-14 Revised:2016-05-21 Online:2016-12-10 Published:2016-12-08
  • Supported by:
    This work is partially supported by the Natural Science Fund of Education Department of Sichuan Province (14ZA0306), the Key Fund Aba Teachers of University(ASA12-23)HUANG Chengbing, born in 1980, M. S, associate professor. His research interests include wireless sensor network.

电子商务中客户评价策略选择的演化博弈分析

刘大福1,2, 苏旸1,2, 谢洪安1,2, 杨凯1,2   

  1. 1. 武警工程大学 电子技术系, 西安 710086;
    2. 网络与信息安全武警部队重点实验室, 西安 710086
  • 通讯作者: 刘大福
  • 作者简介:刘大福(1992-),男,四川德阳人,硕士研究生,主要研究方向:云计算安全、可信计算;苏旸(1975-),男,陕西西安人,教授,博士生导师,博士,CCF会员,主要研究方向:网络安全、可信计算;谢洪安(1992-),江西南昌人,硕士研究生,主要研究方向:可信计算;杨凯(1983-),男,山东莱芜人,讲师,博士,CCF会员,主要研究方向:网络与信息安全。
  • 基金资助:
    国家自然科学基金资助项目(61402530);陕西省自然科学基金资助项目(2014JQ8301)。

Abstract: It's difficult for incentive mechanism to effectively enable customers to make true evaluation in e-commerce. According to the evaluation behavior characteristics of incomplete information and limited rationality, an evolutionary game model was established to analyze and improve the incentive mechanism in trust model. Firstly, the Replicator Dynamics mechanism was used to simulate the evolution of the customer selection strategy. Then, the existence of Evolutionary Stable Strategy (ESS) in common incentive mechanism was discussed. Finally, the compensation benefits were proposed to improve the incentive system based on system dynamics. In the comparison simulation experiments with an Interest Group based Trust model (IGTrust) which conducted on NetLogo system dynamics modeler, the results show that the modified incentive mechanism achieved ESS, and also successfully predicted and controlled the customer evaluation strategy. The proposed model can possess robustness and maintain evolutionary stable state when dealing with 7% variation of evaluation strategy.

Key words: e-commerce, evaluation strategy, evolutionary game, trust model, incentive mechanism

摘要: 针对电子商务信任评价机制中难以采取有效激励措施使客户进行真实评价的问题,根据客户对商家的评价行为具有不完全信息和有限理性特点,建立演化博弈模型对信任模型的激励措施进行分析和改进。该模型运用复制动态机制模拟客户的策略选择演化,对现有激励措施下演化稳定策略(ESS)的存在性进行论证,并基于系统动力学增加补偿收益进行改进。基于NetLogo系统动力学模块建模实验表明,相较于基于兴趣群组的信任激励模型(IGTrust),改进后的激励措施得到ESS并成功预测和控制了客户评价策略;同时模型具备鲁棒性,应对7%客户评价策略变异也能够保持演化稳定状态。

关键词: 电子商务, 评价策略, 演化博弈, 信任模型, 激励机制

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