An E-commerce Platform Anti-counterfeiting Strategy Research Based on Cumulative Prospect Theory and Evolutionary Game Theory

Chen Hai-xia; Zhong Ying-hong

doi:10.12052/gdutxb.160105

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An E-commerce Platform Anti-counterfeiting Strategy Research Based on Cumulative Prospect Theory and Evolutionary Game Theory

更新时间：2026-05-27

- An E-commerce Platform Anti-counterfeiting Strategy Research Based on Cumulative Prospect Theory and Evolutionary Game Theory
- Vol. 34, Issue 4, Pages: 52-57(2017)
- 作者机构：
- 作者简介：
- 基金信息：
- DOI：10.12052/gdutxb.160105
  CLC： F224.32
- Online First：09 July 2017，
  
  Published：2017
- 稿件说明：
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陈海霞, 钟映竑. 基于累积前景理论与演化博弈论的电商平台监管策略研究[J]. 广东工业大学学报, 2017, 34(4): 52-57.

Chen Hai-xia, Zhong Ying-hong. An E-commerce Platform Anti-counterfeiting Strategy Research Based on Cumulative Prospect Theory and Evolutionary Game Theory[J]. 2017, 34(4): 52-57.
陈海霞, 钟映竑. 基于累积前景理论与演化博弈论的电商平台监管策略研究[J]. 广东工业大学学报, 2017, 34(4): 52-57. DOI： 10.12052/gdutxb.160105.

Chen Hai-xia, Zhong Ying-hong. An E-commerce Platform Anti-counterfeiting Strategy Research Based on Cumulative Prospect Theory and Evolutionary Game Theory[J]. 2017, 34(4): 52-57. DOI： 10.12052/gdutxb.160105.

摘要

从电商平台参与监管的角度出发，利用累积前景理论改进演化博弈方法，重新构建电商平台和线上商家的收益感知矩阵；在综合考虑双方利益的前提下引入奖金激励变量，进一步构建了奖金变动对线上商家销售策略选择的影响模型，并用系统动力学模型来进行检验，从而提出电商平台需合理运用奖金激励以及惩罚进行双向控制.本研究不仅解决了传统博弈模型的局限，还为电商平台的监管行动提供了一个可操作的方向.

Abstract

Based on electric business platform participation anti-counterfeiting

cumulative prospect theory is used to improve evolution game method

building an electric business platform and an online seller benefit perception matrix. Considering the interests of both sides

bonus incentive variable is introduced

an online sellers sales strategy selection model under the bonus changes is built

and it is proposed that an e-commerce platform need rational use of financial incentives and penalties for the two-way control. Not only the limitations of traditional gaming models are solved

but an actionable anti-counterfeit direction for e-commerce platform is also provided.

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references

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