Research On Customer Participation In After-sales Service Co-Construction Of B2C Platform Based On Block Chain Application

Under the national strategy of promoting the “Internet +” development,B2 C e-commerce is developing rapidly.The existing research shows that customer participation is an effective way to solve the after sale problem.The after-sales service of B2 C platform shows the characteristics and urgency of customer participation in service co construction,but the widespread existence of low polarity and low level of participation has become a challenge to realize the vision consumers' participation.Based on the two-factor model of customer participation in after-sales service coconstruction of B2 C platform,this paper analyses the customer health utility and customer incentive value of the after-sales service co-construction system of B2 C platform under the block chain framework.The specific research contents and conclusions are as follows:Firstly,based on the framework concept of two-factor theory,a model of health care and incentive factors affecting customer participation in B2 C after-sales service co-construction is constructed.Secondly,the core trust problem of B2 C platform is analyzed,and the trust system of block chain framework is constructed.By establishing the game model of three stages of contract,trust system of block chain framework can solve the “prisoner's dilemma” problem of customer participation,and has the health care effect of maintaining customer participation.Finally,based on the incentive process model,the incentive problem of customer participation in the after-sales service co-construction of B2 C platform is analyzed,and the incentive system of block chain framework is constructed for key incentive problems.It is concluded that the incentive system of block chain has the characteristics and value of information transparency,reward fairness,intelligent operation contract,modular collaboration and value co-creation for customer incentive.