关键词: 跨境电商, 信用监督, 反馈共治, 演化博弈

Abstract: Considering the impact of consumer feedback co-governance on cross-border e-commerce platform merchants' business decisions,in view of the credit supervision of cross-border e-commerce platform merchants,an evolutionary game model of consumer feedback co-governance,platform merchant self-discipline operation,and cross-border e-commerce platform co-governance supervision was established,and the evolutionary equilibrium strategy of each participant in the issue of platform seller credit supervision and governance under different  circumstances was discussed.With the numerical simulation,the decision-making behavior of each subject in the process of platform seller credit supervision and governance was analyzed.The results showed that the governance of cross-border e-commerce platform sellers' credit supervision dilemma was influenced by the different strategies and behaviors of each member,the strategies of each participant had an impact on their own and each other's future decisions.When consumers conducted feedback and co-governance,the reputation (negative or positive) of platform merchants would increase,which standardized the business behavior of platform merchants to a certain extent.Merchants' business behavior was deeply influenced by opportunism,and a high detection rate in the platform could effectively restrain merchants' behavior.Meanwhile,the co-governance and supervision,high intensity of punishment and compensation were conducive to the establishment of a good credit system for merchants on the platform.

Key words: cross-border e-commerce, credit supervision, feedback co-governance, evolutionary game