Anlysis On Purchase Decision-making And Return Service With Game Theory In E-commerce

E-commerce as a new way of trading, using Internet and information technology overcome the time and space constraints, and providing much more convenience and opportunity, is well received by consumers and sellers. However, under e-commerce environment, due to the problem of asymmetric information, as well as there is almost no be true in the sense of commodity, more and more consumers consider return service as one of important factors during decision-making in order to protect interests and avoid risks. On the other hand, in real trading under e-commerce, return service can be hardly ensured because of kinds reasons. Serious problem in return service always weakens consumers'confidence and hinders e-commerce development. As a result, to analyze the reference problem in return service under e-commerce has important theoretical value and practical significance.Game theory is provided with thorough explanation between agents who affect each other, and can reveal profoundly the inter-effect of the agents. Therefore, we will use game theory to analyze the problem in return service. Based on home and aboard researches of the management of return by enterprises and the influence of return service, we will study on the return service under e-commerce from the point of view of main participants, as well as consumer, sellers and supervision, and have a more comprehensive discussion on relationship and impact between purchase decision-making and return service.First of all, on the basis of understanding the status quo of return service in e-commerce and the influence of consumer's decision-making by e-commerce, a game analysis on return service and consumer's decision-making is studied, then we find the factors that influence the equilibrium, for example return price, return cost and the expected revenue of return service, and discuss that how to reach the best strategy portfolio. Secondly, we not only analyze the signaling game in return service implementation under e-commerce, but also we find out the conditions that encourage the seller to show the true signal. Finally, in order to solve the opportunism problem in return service implementation under e-commerce, on condition that considering both cost and efficiency, we use optimal supervision theory to get the optimal supervision level and supervisor.The results of this paper will help objective understanding of the return service for consumers and sellers, and also have reference values for consumer decision-making in purchase and returning, at the same time present some reference for sellers to formulate better returning policy. On the other hand, the results can help enhance the efficiency in supervision, and present some feasibility suggestions for improving supervision, so the results have practical values and reference significance.