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User Real Comments Incentive Mechanism Based on Blockchain in E-Commerce Transactions-A Tripartite Evolutionary Game
Chengyi Le1,2, Ran Zheng2, Ting Lu3,4
1School of Business, Ningbo University, Ningbo 315211, China.
Entropy (Basel, Switzerland)
|January 8, 2025
Summary
This study proposes a blockchain solution to combat fake e-commerce reviews. Incentivizing authentic feedback with smart contracts and tokens enhances trust and system stability, creating a more reliable online marketplace.
Area of Science:
- Computer Science
- Economics
- Information Systems
Background:
- Fake comments plague e-commerce platforms, eroding trust.
- Existing mechanisms struggle to incentivize authentic user feedback.
- Fraudulent reviews negatively impact buyer decisions and market stability.
Purpose of the Study:
- To analyze and propose a blockchain-based solution for incentivizing authentic user feedback.
- To reduce the prevalence of fraudulent reviews on e-commerce platforms.
- To enhance transparency and order within the online comment ecosystem.
Main Methods:
- Construction of a tripartite evolutionary game model (sellers, buyers, platforms).
- Analysis of strategy evolution under different incentive factors.
- Simulation using replication dynamic equation analysis and Matlab software.
Main Results:
- Smart contracts and tokens effectively incentivize real comments and deter speculative sellers.
- Blockchain structuring lowers informational entropy, increasing system stability.
- Increased penalties for dishonesty under a "credit on the chain" system reduce fraud and promote trust.
Conclusions:
- Blockchain-based mechanisms can significantly enhance order and transparency in e-commerce reviews.
- The proposed solution mitigates fake comments and fosters a more reliable online marketplace.
- Findings offer strategic insights for platforms to encourage genuine feedback and reduce informational entropy.
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