|
|
声誉与收益共同作用对共享经济中信任演化的影响
|
Abstract:
针对由可信任提供者、不可信任提供者、可信任消费者和不可信任消费者四类主体构成的共享经济信任模型，本文首先在具有周期性边界的方格子网络模型中，引入自适应声誉机制，构造了一种新的基于第三方声誉评价的共享经济信任博弈模型以促进群体内信任行为的演化，然后通过仿真实验，演示了5种不同场景下、不同比例和类型的提供者和消费者，在声誉机制与收益的共同作用下，共享经济信任行为演化的过程，实验结果表明：声誉与收益共同影响各主体的决策模仿行为，最终促进可信任主体的数量增加。
For the sharing economy trust model composed of four types of subjects: trustworthy providers, untrustworthy providers, trustworthy consumers, and untrustworthy consumers. This paper first introduces an adaptive reputation mechanism in a square lattice sub-network model with periodic boundaries, and constructs a new sharing economy trust game model based on third-party reputation evaluation to promote the evolution of trust behavior within the group. Then, through simulation experiments, it demonstrated the evolution of trust behavior in the sharing economy among providers and consumers in five different scenarios, at different proportions and types, under the joint action of reputation mechanisms and benefits. The experimental results showed that reputation and benefits jointly impact the decision-making imitation behavior of each subject, ultimately promoting an increase in the number of trustworthy subjects.
| [1] | Gefen, D., Karahanna, E. and Straub, D.W. (2003) Trust and TAM in Online Shopping: An Integrated Model. MIS Quarterly, 27, 51-90. https://doi.org/10.2307/30036519 |
| [2] | Berg, J., Dickhaut, J. and McCabe, K. (1995) Trust, Reciprocity, and Social History. Games and Economic Behavior, 10, 122-142. https://doi.org/10.1006/game.1995.1027 |
| [3] | Li, H.J., Wang, Q., Liu, S.F. and Hu, J. (2020) Exploring the Trust Management Mechanism in Self-Organizing Complex Network Based on Game Theory. Physica A, 542, Article ID: 123514. https://doi.org/10.1016/j.physa.2019.123514 |
| [4] | Hamari, J., Sjoklint, M. and Ukkonen, A. (2016) The Sharing Economy: Why People Participate in Collaborative Consumption. Journal of the Association for Information Science and Technology, 67, 2047-2059. https://doi.org/10.1002/asi.23552 |
| [5] | Ernst, F. and Urs, F. (2003) The Nature of Human Altruism. Nature, 425, 785-791. https://doi.org/10.1038/nature02043 |
| [6] | Ignat, C.L., Dang, Q.V. and Shalin, V. (2019) The Influence of Trust Score on Cooperative Behavior. ACM Transactions on Internet Technology, 19, 1-22. https://doi.org/10.1145/3329250 |
| [7] | Lim, W.M., Yap, S.F. and Makkar, M. (2021) Home Sharing in Marketing and Tourism at a Tipping Point: What Do We Know, How Do We Know, and Where Should We Be Heading? Journal of Business Research, 122, 534-566. https://doi.org/10.1016/j.jbusres.2020.08.051 |
| [8] | Riegelsberger, J., Sasse, M.A. and McCarthy, J.D. (2005) The Mechanics of Trust: A Framework for Research and Design. International Journal of Human-Computer Studies, 62, 381-422. https://doi.org/10.1016/j.ijhcs.2005.01.001 |
| [9] | Nowak, M.A. and May, R.M. (1992) Evolutionary Games and Spatial Chaos. Nature, 359, 826-829. https://doi.org/10.1038/359826a0 |
| [10] | Nowak, M.A. and Sigmund, K. (1998) Evolution of Indirect Reciprocity by Image Scoring. Nature, 393, 573-577. https://doi.org/10.1038/31225 |
| [11] | Van Dijk, E. and De Dreu, C.K.W. (2021) Experimental Games and Social Decision Making. Annual Review of Psychology, 72, 415-438. https://doi.org/10.1146/annurev-psych-081420-110718 |
| [12] | Müller, J. and Schwieren, C. (2020) Big Five Personality Factors in the Trust Game. Journal of Business Economics, 90, 37-55. https://doi.org/10.1007/s11573-019-00928-3 |
| [13] | Purzycki, B.G., Apicella, C., Atkinson, Q.D., Cohen, E., McNamara, R.A., Willard, A.K., Xygalatas, D., Norenzayan, A. and Henrich, J. (2016) Moralistic Gods, Supernatural Punishment and the Expansion of Human Sociality. Nature, 530, 327-330. https://doi.org/10.1038/nature16980 |
| [14] | Thielmann, I., Spadaro, G. and Balliet, D. (2020) Personality and Prosocial Behavior: A Theoretical Framework and Meta-Analysis. Psychological Bulletin, 146, 30-90. https://doi.org/10.1037/bul0000217 |
| [15] | Balliet, D., Wu, J. and De Dreu, C.K.W. (2014) Ingroup Favoritism in Cooperation: A Meta-Analysis. Psychological Bulletin, 140, 1556-1581. https://doi.org/10.1037/a0037737 |
| [16] | Arulkumaran, K., Deisenroth, M.P., Brundage, M. and Bharath, A.A. (2017) Deep Reinforcement Learning a Brief Survey. IEEE Signal Processing Magazine, 34, 26-38. https://doi.org/10.1109/MSP.2017.2743240 |
| [17] | Bear, A. and Rand, D.G. (2016) Intuition, Deliberation, and the Evolution of Cooperation. Proceedings of the National Academy of Sciences of the United States of America, 113, 936-941. https://doi.org/10.1073/pnas.1517780113 |
| [18] | Wang, C., Wang, L., Wang, J., Sun, S. and Xia, C. (2017) Inferring the Reputation Enhances the Cooperation in the Public Goods Game on Interdependent Lattices. Applied Mathematics and Computation, 293, 18-29. https://doi.org/10.1016/j.amc.2016.06.026 |
| [19] | Elsa, A., Marta, P. and Gabriele, S. (2023) Behaviour of Tufted Capuchin Monkeys in a Snowdrift Game: Is There a Role for Self-Control? Animal Behaviour, 195, 19-28. https://doi.org/10.1016/j.anbehav.2022.10.010 |
| [20] | McKnight, D.H. and Chervany, N.L. (2001) What Trust Means in E-Commerce Customer Relationships: An Interdisciplinary Conceptual Typology. International Journal of Electronic Commerce, 6, 35-59. https://doi.org/10.1080/10864415.2001.11044235 |
| [21] | Upadhyay, A., Mukhuty, S., Kumar, V. and Kazancoglu, Y. (2021) Blockchain Technology and the Circular Economy: Implications for Sustainability and Social Responsibility. Journal of Cleaner Production, 293, Article ID: 126130. https://doi.org/10.1016/j.jclepro.2021.126130 |
| [22] | Cho, S., Park, C. and Kim, J. (2019) Leveraging Consumption Intention with Identity Information on Sharing Economy Platforms. Journal of Computer Information Systems, 59, 178-187. https://doi.org/10.1080/08874417.2017.1326295 |
| [23] | Huang, Q., Chen, X., Ou, C.X., Davison, R.M. and Hua, Z. (2017) Understanding Buyers’ Loyalty to a C2C Platform: The Roles of Social Capital, Satisfaction and Perceived Effectiveness of E-Commerce Institutional Mechanisms. Information Systems Journal, 27, 91-119. https://doi.org/10.1111/isj.12079 |
| [24] | Hawlitschek, F., Notheisen, B. and Teubner, T. (2018) The Limits of Trust-Free Systems: A Literature Review on Blockchain Technology and Trust in the Sharing Economy. Electronic Commerce Research and Applications, 29, 50-63. https://doi.org/10.1016/j.elerap.2018.03.005 |
| [25] | Yang, H.X. and Yang, J. (2019) Reputation-Based Investment Strategy Promotes Cooperation in Public Goods Games. Physica A, 523, 886-893. https://doi.org/10.1016/j.physa.2019.04.190 |
| [26] | Manapat, M.L. and Rand, D.G. (2012) Delayed and Inconsistent Information and the Evolution of Trust. Dynamic Games and Applications, 2, 401-410. https://doi.org/10.1007/s13235-012-0055-6 |
| [27] | Gallo, E., Riyanto, Y.E., Roy, N. and Teh, T.H. (2022) Cooperation and Punishment Mechanisms in Uncertain and Dynamic Social Networks. Games and Economic Behavior, 134, 75-103. https://doi.org/10.1016/j.geb.2022.03.015 |
| [28] | Chen, Y.S., Yang, H.X., Guo, W.Z. and Liu, G.G. (2018) Prisoner’s Dilemma Game on Reputation-Based Weighted Network. Chaos, Solitons & Fractals, 110, 64-68. https://doi.org/10.1016/j.chaos.2018.03.007 |
| [29] | Zhou, T.W., Ding, S., Fan, W.J. and Wang, H. (2016) An Improved Public Goods Game Model with Reputation Effect on the Spatial Lattices. Chaos, Solitons & Fractals, 93, 130-135. https://doi.org/10.1016/j.chaos.2016.10.003 |
| [30] | Xia, C.Y., Ding, S., Wang, C.J., Wang, J. and Chen, Z.Q. (2017) Risk Analysis and Enhancement of Cooperation Yielded by the Individual Reputation in the Spatial Public Goods Game. IEEE Systems Journal, 11, 1516-1525. https://doi.org/10.1109/JSYST.2016.2539364 |
| [31] | Li, J.Q., Zhang, C.Y., Sun, Q.L., Chen, Z.Q. and Zhang, J.L. (2017) Changing the Intensity of Interaction Based on Individual Behavior in the Iterated Prisoner’s Dilemma Game. IEEE Transactions on Evolutionary Computation, 21, 506-517. https://doi.org/10.1109/TEVC.2016.2628385 |
| [32] | Quan, J., Tang, C., Zhou, Y., Wang, X. and Yang, J.B. (2020) Reputation Evaluation with Tolerance and Reputation-Dependent Imitation on Cooperation in Spatial Public Goods Game. Chaos, Solitons & Fractals, 131, Article ID: 109517. https://doi.org/10.1016/j.chaos.2019.109517 |
| [33] | Chiong, R., Dhakal, S., Chaston, T. and Chica, M. (2022) Evolution of Trust in the Sharing Economy with Fixed Provider and Consumer Roles Under Different Host Network Structures. Knowledge-Based Systems, 236, Article ID: 107496. https://doi.org/10.1016/j.knosys.2021.107496 |
| [34] | Chica, M. and Rand, W. (2017) Building Agent-Based Decision Support Systems for Word-Of-Mouth Programs: A Freemium Application. Journal of Marketing Research, 54, 752-767. https://doi.org/10.1509/jmr.15.0443 |
| [35] | Chica, M., Chiong, R., Adam, M.T.P., Damas, S. and Teubner, T. (2017) An Evolutionary Trust Game for the Sharing Economy. IEEE Congress on Evolutionary Computation, Donostia, 5-8 June 2017, 2510-2517. https://doi.org/10.1109/CEC.2017.7969610 |
