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Received:December 20, 2012 Revised:January 31, 2013
Received:December 20, 2012 Revised:January 31, 2013
中文摘要: 用户信任是影响移动商务成功的关键因素之一, 其形成与发展是一个动态演化的过程. 运用演化博弈理论, 研究用户信任的演化均衡状态, 并应用Netlogo进行仿真. 研究显示, 建立潜在用户的信任, 移动商家应采取主动发出可信信号; 对于老用户, 应致力于提升用户满意度; 监管机制应随着移动商务的发展来调整其具体政策, 在严格管理的同时营造适当宽松的发展环境, 对受损用户的补偿和对失信商家的惩处, 在初期应较大, 随着监管机构提高其发现商家失信行为的概率, 额度可以逐步减小.
Abstract:Customer’s trust is one of the critical success factors of mobile commerce. Its formation and development is a dynamic evolutionary process. Using evolutionary game theory to study the evolution of customer trust equilibrium, and simulation application Netlogo. Studies have shown that to establish the confidence of potential users, m-merchants should take the initiative to issue a credible signal; For old users, should be committed to enhance customer satisfaction; regulatory mechanisms should adjust its policy with the development of m-commerce in the strict management create appropriate and comfortable environment for development, compensation to customers and punishment to dishonesty m-merchants should be larger at an early stage, with the regulatory authorities to improve the probability of its discovery merchants acts of dishonesty, the amount can be gradually reduced.
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基金项目:国家自然科学基金委创新群体资助项目(70921001/G0104);湖南省哲学社会科学基金(11YBB394)
引用文本:
郭零兵,罗新星,朱名勋.移动商务信任的演化博弈及动态仿真.计算机系统应用,2013,22(7):1-6
GUO Ling-Bing,LUO Xin-Xing,ZHU Ming-Xun.Evolutionary Game and Dynamic Simulation of Trust in Mobile Commerce.COMPUTER SYSTEMS APPLICATIONS,2013,22(7):1-6
郭零兵,罗新星,朱名勋.移动商务信任的演化博弈及动态仿真.计算机系统应用,2013,22(7):1-6
GUO Ling-Bing,LUO Xin-Xing,ZHU Ming-Xun.Evolutionary Game and Dynamic Simulation of Trust in Mobile Commerce.COMPUTER SYSTEMS APPLICATIONS,2013,22(7):1-6