Evolutionary Game Analysis of Consumer Complaint Handling in E-Commerce

Untimely complaint handling can affect the reputation of the e-commerce platform and lead to customer loss, which is not conducive to the sustainable development of the e-commerce industry. To address the problem of untimely handling of consumer complaints, based on the evolutionary game theory, the e-commerce dispute mediation platform is introduced, the authenticity of consumer complaints and the probability of e-commerce platform to be in the mediation platform are considered, a tripartite evolutionary game model of consumer-mediation platform-e-commerce platform is constructed, and the problem of which strategy the mediation platform and e-commerce platform choose to handle consumer complaints is studied. Numerical simulation and simulation analysis are conducted using MATLAB 2020b, and corresponding suggestions are given. The research results show that under certain conditions when the probability of mediation platform and e-commerce platform positively handling complaint increases or the penalty for consumer distortion complaint increases; when the probability of consumer’s real complaint increases, the probability of mediation platform positively handling complaint increases; the consumer tend to choose real complaint, the mediation platform tends to choose positively handling strategy, the e-commerce platform positively enters the mediation platform, the mediation platform and consumer’s behavior to the reputation of the e-commerce platform increases, which can promote the e-commerce platform to positively handle the consumer complaint.