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| The Evolutionary Game Theoretic Study on the Control of False Word-of-Mouth Information |
| LI Jiea, ZHANG Ruia, XU Yongb
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| a.School of Economics and Management; b.School of Science, Hebei University of Technology, Tianjin 300401, China |
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Abstract This paper builds two evolutionary game models of E-commerce platform and social media platform, consumers and social media platform to investigate the control strategies of false Word-of-Mouth information in social media at micro level, and the conditions promoting the strategies of participators to ideal stable states are given by model solving. The research results show that the control of false Word-of-Mouth information is closely related with the control power of social media platform, the probability of E-commerce platform assisting control, the mistake probability of false Word-of-Mouth information for consumers, etc. And cooperative governance among E-commerce platform, social media platform and consumers is the key to solve the problem of false Word-of-Mouth information in social media. We should reasonably control the short-term benefits and governance of social media, advocate its benign competition. And we should strengthen the positive direction of public opinion, reduce the cost of false Word-of-Mouth identification of E-commerce platforms, urge them to help governance. And improving consumer information literacy, inspiring the incentive mechanism, and arousing them to participate in governance.
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Received: 14 June 2018
Published: 31 January 2019
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