Evolution game model and strategy analysis of rebate market in online platforms
To explore the evolution law of the online rebate market,this paper constructs a rebate market game model composed of consumers and the online platform based on the evolutionary game theory.It aims to explore the dynamic decision process,evolution path,laws,and influencing factors of the rebate market.The results show that when the consumer utility ratio is greater than one and the cost-benefit ratio of the online platform is less than one,the system will evolve in the direction favorable to the development of the rebate market.Under these conditions,the development of the rebate market is positively correlated with the initial value of consumers who purchase rebate products and the initial value of the online platform that carries out the rebate,and is negatively correlated with the consumers'information cost and the business cost of the online platform.
rebategame evolutiononline platformequilibrium point
NETL
NSTL
万方数据
