关键词: 电子商务, 信任问题, 演化博弈, 诚信经营, 商户平台

Abstract: With the rapid development of e-commerce,trust in transactions in the virtual environment is becoming a prominent issue. The lack of trust between the trading parties is one of the main obstacles to the full and effective exertion of E-commerce potentials. Based on the dynamic game behavior characteristics of the two parties on the E-commerce platform, this paper determines the game payment matrix and the replication dynamic equation and constructs the evolutionary game model of trust between the two parties, and analyzes the key influencing factors affecting the transactions. The study reveals that operation cost, commodity price and extra earnings and expenditures on the sellers' part and the perceived value and extra loss on the buyers' part jointly exert influences on the evolution of the game. Therefore, the healthy development of E-commerce requires joint efforts by both the dealers and the platform,and further studies on evolutionary game need to be done about other relevant bodies in E-commerce like government, other online platforms and social media.

Key words: E-commerce, trust, evolutionary game, honest operation, tenant platform