Research On The Impact Of Taobao Dynamic Score On Sellers' Sales Based On Evolutionary Game

In recent years,with the continuous popularization of Internet applications and improvement of living standards,more and more consumers have begun to choose convenient online shopping.However,the popularity of online shopping has also brought a lot of problems for consumers.Due to the separation of the commodity information from the physical goods and the commodity and the selling website,online shopping market has more serious information asymmetry and greatly enhanced the market uncertainty.In addition,the online shopping market in our country lacks relevance effective supervision system,resulting more online shopping product quality problems,and even caused "lemon phenomenon".Therefore,in order to control the sellers' behavior,online shopping platform launched a number of measures to monitor the sellers' behavior,and the dynamic scoring system is one of them.Dynamic scoring system is a manifestation of the seller's credit,which can show the overall credibility of the seller and the recent operating conditions,so that consumers can understand the sellers' credit information before buying,and then make the decision.At the same time,the platform can also monitor the behaviors of sellers by using the dynamic scoring system,and impose penalties on sellers who are not good at scoring in order to restrain sellers' bad faith behavior.Therefore,in order to understand the supervision and control of the dynamic scoring system for sellers,this paper makes Taobao as an example,using the evolutionary game theory to study the evolution rule of Taobao dynamic scoring system and clarify the control principle of dynamic scoring system.Secondly,in order to verify the impact of the system on the sales of Taobao sellers,this paper build an impact model between the dynamic scoring system and the sales volume of sellers and hypothesize.Using of Octopus collector to collect Taobao sellers' data,and then make a multiple regression analysis between credit,describe score,the sellers' service scores and logistics service score and sales volume,which use favorable rate and return rate as regulatory variable.The results show that there is a positive correlation between credit score,descriptive match score,sellers' service scores,logistics services and favorable rate and sellers,sales volume.There is a negative correlation between return rate and sales volume.The interaction between positive rate and credit,describe score,the sellers' service score,and logistics service score has a negative correlation whit the sales volume.The interaction between return rate and credit,describe score,the sellers'service score,and logistics service score has a negative correlation whit the sales volume.Above all,this research makes some suggestions to the sellers.During the business process,sellers should focus on improving the credit score of sellers,followed by service quality and logistics services.At the same time,sellers should avoid the over-representation when describing products.Sellers should try their best to accumulative store's credit rather than blindly pursue the high praise rate and low return rate.