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基于鼓励商家在交易中选择守信策略,考虑对商家利益的保护,该文提出电子商务的单积分声誉机制的理念。分析电子商务平台上声誉与顾客到达之间的函数关系;建立基于连续时间Markov决策过程(CTMDP)的电子商务交易模型,给出不同策略下的收益函数;基于上述交易模型对单积分声誉机制提供设计方法,提出了合理惩罚强度的概念并论证了最优策略随惩罚强度的增大而收敛。研究表明:利用合理惩罚强度对电子商务的单积分声誉进行加权运算,既可以激励商家选择守信策略,又确保商家的利益不会受到意外事件的严重威胁。
Based on the principle of encouraging merchants to choose trustworthiness in the transaction and considering the protection of the interests of the merchants, this paper proposes the concept of the single integral reputation mechanism of e-commerce. Analyze the functional relationship between reputation and customer arrival on e-commerce platform; Establish e-commerce transaction model based on continuous-time Markov decision process (CTMDP), and give the return function under different strategies; Based on the above transaction model, Design method, put forward the concept of reasonable punishment intensity and demonstrate that the optimal strategy converges with the increase of punishment intensity. The research shows that using the reasonable punishment intensity to weight the single integral reputation of e-commerce can not only motivate the business strategy of selecting and keeping trust, but also ensure that the interests of the merchants are not seriously threatened by unexpected events.