Research On Trust Of Group Buying Based On Game Analysis

With the rapid development of Internet in China, the number of Internet users has risen sharply and the online trading is more and more popular. In2011, the number of online shopping users reached194million and the online shopping rate increased to37.8%. Internet-based group purchase is a new growth point of the Chinese e-commerce. However, internet credit problems have serious restrained the development of online transactions in China. The lack of trust is the key factor to hinder the development of B2C in group purchase.The paper has studied the complexity of the operational characteristics of e-commerce, and the formation mechanism of e-commerce credit, created the group purchase credit model using the game theory, introduce the Countervailing Power, analyzed the formation of the group purchase of the credit mechanism.The main work of this paper is as follows:(1) I have analyzed the current situation of the Chinese e-commerce, network Group buy credit. And I also have analyzed and summarized the absence of the behavior of the buyer, seller and third-party credit analysis respectively.(2) Nash Equilibrium does not exist in the One-short game between customers and sellers. But trades in real are always repeated, the sellers’ expected revenue in repeated game model increased when comparing with that of the One-short game, so they tend to choose Credit strategy. The repeated game model which ended randomly provided a new approach of improving the credit status of group purchasing on internet that is to increase the expected possibility of repeated trades so that sellers will be compelled to choose the credit strategy. In the game model considering the multilateral punish factors, the credit status of the sellers will get improved when the multilateral punishment coefficient increased. Under the supervision of the third party, the probability of being found cheating and fines will increase, which will result in a higher cost of Fraud strategy, that will also compel the sellers to choose the credit strategy. At last, the characteristics of the Buy Power was analyzed, a game model was made taking into account of the Buy Power. (3) I have analyzed the process of the game by case analysis, using one-shot game and expanded repeated games, Then I do a further analysis of the lack of credit behavior. At last I made some recommendations to improve network Group buy credit.