Research On The Click Farming Behavior Of E-commerce Transactions

With the continuous development of electronic commerce industry of our country,the credit problems caused by information asymmetry in E-commerce transactions has also a rapid growth,which not only seriously affected the reputation of the e-commerce platform,but also hindered the healthy development of the e-commerce industry.Thus it is particularly important to solve the credit problems to the e-commerce platform.This article analyzes the current situation of our country’s e-commerce credit problems around the theme of e-commerce enterprise credit regulation.Taking the behavior of “Click Farming” on e-commerce platforms as an example,this article analyzes the influence of “Click Farming” on consumers,and builds an evolutionary game model to determine the stable equilibrium state of dynamic evolution by analyzing the decision behavior of e-commerce platforms and e-commerce enterprises with limited rationality on simulation,then puts forward policy suggestions for regulating “Click Farming”.The practice of "Click Farming" confuses consumers with fictitious sales numbers and false reviews.Different from the traditional shopping mode,consumers cannot really see the property and value of the merchandise before buying them.They can only judge by the descriptions and pictures released by the merchants,the sales volume of the products,and other consumers’ evaluations.Therefore,online reviews are one of the important channels for consumers to obtain information for online shopping.To understand how online reviews affect consumer behavior is crucial for the review management of the platform and the sales promotion of merchants.In the research on the evolutionary game model between e-commerce platforms and enterprises,it is found that the strategic selections of e-commerce platforms and enterprises are not only based on their own interests,but also affected by three factors: consumers’ awareness of rights protection,attention to “Click Farming”,and the degree of punishment imposed by the platform.With the continuous development of the e-commerce industry,the game between platforms and enterprises will eventually achieve an equilibrium(integrity management,deregulation);By setting the appropriate allocation ratio,the time to reach the final equilibrium point between the platform and the enterprise can be shortened.Therefore,in order to regulate the behavior of “Click Farming”,the government needs to increase the punishment for fraudsters,broaden the channels for consumers to complain and report,and help the platform to share part of the regulatory costs,which is also an important way of the governance for “Click Farming”.