| With the continuous deepening of economic globalization,China’s cross-border trade is thriving,and the scale of cross-border e-commerce-is growing and expanding.However,due to the particularity of the network,the information between sellers and buyers is asymmetrical,and the sellers often return to the current situation with favorable reviews,which seriously affects the healthy development of cross-border e-commerce.This behavior has caused serious negative impact on the buyers,sellers themselves,the platform and the national government.It not only misleads other buyers,infringes other buyers’ right to know and right to fair trade,reduces their sense of buying experience and restricts the improvement of their quality of life,but also makes sellers unable to receive true feedback and improve and upgrade their products.Moreover,it interferes with some sellers who operate in good faith,resulting in bad money driving out good money.Therefore,it has done great harm to the order of online transaction.In the long run,this will cause serious trauma to the entire e-commerce business environment,disrupt the evaluation mechanism within the platform,destroy the integrity system of crossborder e-commerce platform economy,violate its integrity rules and integrity culture,and eventually cause immeasurable serious losses,causing serious harm to the development of cross-border e-commerce.Therefore,this study attempts to study the restraint mechanism of the third-party sellers of cross-border e-commerce,so as to provide reference for relevant research and practice.Based on the two-sided market theory,information asymmetry theory,evolutionary game theory and mechanism design theory,as well as existing research results,this paper divides the participants who affect the positive feedback behavior of third-party sellers on cross-border ecommerce platforms into the third party sellers,buyers,cross-border e-commerce platforms and national regulatory authorities,who jointly influence the positive feedback behavior.The reason for the need for good reviews is that some buyers choose to accept good reviews from sellers in order to reduce their transaction costs.In order to improve the weight of the store and increase economic benefits,the third-party seller adopts the unfair competition behavior of giving cash back with favorable reviews;Driven by the platform’s pursuit of profit,the platform chooses to relax the regulation on the third-party sellers’ praise and return to the current status.Laws and policies in some countries are not perfect to restrict the supervision of government departments.Then,a theoretical model is constructed for the constraint mechanism of third-party sellers on cross-border e-commerce platforms.Based on the theoretical model,three constraint mechanisms are obtained:national constraint mechanism,platform constraint mechanism and collaborative constraint mechanism.Through the comparative analysis of the advantages and disadvantages of these three constraint mechanisms,it can be seen that the constraint effect of the collaborative constraint mechanism on the sellers’favorable comments back to the current status is better than that of the country and platform alone.On this basis,this paper uses evolutionary game theory for empirical analysis to prove that under the constraint of the collaborative mechanism,it eventually tends to be stable over time,and verifies the effectiveness of the collaborative constraint mechanism.Meanwhile,Amazon platform is taken as a typical case to prove that the collaborative constraint mechanism can more effectively manage the positive reviews of third-party sellers.A good cross-border e-commerce environment is very important for the sustainable development of the cross-border e-commerce industry,but the influence of unfair competition behaviors such as praise and cash rebate has played a large role in the construction of a good competitive environment.Through empirical analysis and case analysis,this paper explores ways to restrict third-party sellers to return to the current status after favorable reviews,which can effectively promote the sustainable and healthy development of cross-border e-commerce platforms and create a business environment of fair competition.At the same time,the research on the components of cross-border e-commerce regulatory system can further enrich the research framework of cross-border e-commerce regulatory system,which is of great significance to the development of cross-border e-commerce regulatory system in the future. |
