The Research Of E-commerce Users Evaluation Voluntary Mechanism Based On The Reputation

With the development of the network and the popularity of e-commerce,online shopping,as a new consumption pattern,has become a vital part of the current retail terminal.The number of online transactions between strangers shows a geometric increasing tendency.The transaction exists between the cyber citizen lead to the purchasing decision based on past transaction reputation has become the first choice in online shopping field.From the focus on evaluation before buying to evaluate after we buy.Reputation evaluation plays an important role in decision making through the whole trade process.However,active participation in the evaluation process takes time and energy.Not every buyer is willing to provide feedback after a trade.In fact,the system would provide a default good result automatically with a period of time no feedback.That would lead to a low authenticity of credit which restricts the development of online shopping platform reputation evaluation mechanism.Therefore,the main objective of this paper is to find out a new evaluation mechanism which can encourage purchasers to continually participate in the process,in order to make the platform evaluation mechanism more credible.In this paper,Taobao acts as an object model.In the first step,the existing evaluation mode in Taobao and its user evaluation behavior are analyzed.Secondly,a new platform evaluation mechanism is proposed based on seller's reputation,buyer's behavior,and user strategy which is used to improve Taobao's evaluation mechanism.Under the basic principle of sociology,the game theory is used to elect participatory strategy from a list of user strategies.and then the evaluation mechanism can be selected to meet the stability conditions of the participating evolution.The evaluation mechanism with the largest income is selected under the comparison of average returns.And the evolution path of the participatory strategy under the mechanism is analyzed.Finally,through the multi-agent simulation modeling analysis of application scenarios interaction mechanism,the theoretical results and simulation results will becompared in order to complement each other and support each other.64 paths of evaluation mechanism are selected in this paper to promote the participation and evolution of stability through the game theory derivation and multi-agent simulation from a variety of different evaluation mechanisms.Players are motivated to provide a real reference for the reputation evaluation mechanism.The reliability of evaluation mechanism would improve by encouraging buyers to give actual comments.The uncertainty of transaction decision would go down.Thus,it offered more reliable reference to the e-commerce shopping platform like Taobao.