本文运用演化博弈的方法,构建了团购网站与用户之间的信息服务演化博弈模型,分析了团购网站信息服务动态演变过程。研究结果表明团购网站提供优质信息服务额外需要付出的成本、团购网站提供优质信息服务的收益和提供劣质信息服务的收益、用户接受信息服务的使用费用,以及用户接受服务的实际收益是影响团购网站信息服务质量演变的关键因素。从而提出提升团购网站信息服务质量的建议,为团购行业的进一步发展提供有益的科学参考。
The paper establishes the evolutionary game model of information service between group buying websites and users based on the view of evolutionary game theory, and analyses its dynamic evolutionary procedure. Moreover, key factors that affect the system's evolution, additional cost paid to high quality information service by group buying websites, profits of high quality information service and bad quality information service, usage charges of information service by users and actual income of users, are obtained and researched in the paper. Thereby this article proposes some suggestions for the improvement of informtion service quality of group buying websites so as to provide beneficial scientific references for their further development.