Research On Participants' Behavior Of Chinese C2C's Credit Evaluation Process Based On The Evolutionary Game Model

For network's virtual nature, the credit issue is a primary problem in the development of C2C E-commerce model. How to build a sound and effective credit control mechanism is a focus of recent research. As a key part of credit control mechanism, the existing credit evaluation system gets the credit of buyers and sellers through an online feedback credit mechanism. The sellers' credit is one of the most important courses for buyers to decide whether to purchase. However, with the appearance of sellers'credit speculation, credit interpolation and buyers' malicious evaluation behavior, the credit fidelity of online sellers cannot be guaranteed.First and foremost, this paper analyzed the process of C2C credit evaluation and compared the similarities and differences of the evaluation roles between four popular Chinese C2C auction sites. The major behavior of sellers and buyers has been summarized, included:buyers modified evaluation even if they did not want to, buyers' malicious evaluation behavior, the retaliatory act and the credit interpolation of sellers. Then two evolutionary game models between buyers and sellers based on evolutionary game theory were established to study their dynamic evolutionary procedure and to find the Evolutionary Stable Strategy. Punitive measure and complaint mechanism were considered, too.Results of the models showed that sellers' retaliatory act and the credit interpolation behavior will occur and be increased gradually if the supervision is useless. This proved that the effective corresponding regulation is necessary. It is important to pay close attention to the transaction amount and sellers' own credits when setting penalties. Buyers' malicious evaluation behavior evolutionary direction is related to the Third-party complaint mechanism closely. On one hand, key factors that affected behavior evolution included cost and success rate of complaint of the seller; on the other hand, how to identify and distinguish buyers' real negative evaluation and malicious evaluation is difficult.Finally, according to the conclusions of the models, this paper gave some pointed suggestions of how to improve the Chinese existing C2C's credit evaluation roles.