社会化媒体环境下不可辩解型产品伤害危机演化博弈研究

社会化媒体的普及改变了信息传播模式,使得产品伤害危机的演化发生了变化。针对社会化媒体环境下不可辩解型产品伤害危机构建演化博弈模型,并引入前景理论构建收益矩阵,对社会化媒体环境下不可辩解型产品伤害危机的演化稳定策略进行分析,通过数值仿真发现社会化媒体环境下不可辩解型产品伤害危机演化中存在:损失规避态度的变化对企业-消费者利益损失的影响存在非对称性现象;合理的政府协调补偿会引导企业和消费者进行策略调整,从而有利于危机的快速平息;外界干预对企业-消费者责任性的影响存在非对称性现象,舆论等干预会对企业行为起到责任约束作用。

Evolutionary Game Research into Indefensible ProductHarm Crisis in Social Media Environment

The popularity of social media changes the information dissemination model, and makes the evolution of product harm crisis change. This paper builds the evolutionary game model for the indefensible product harm crisis in social media environment, and integrates it into prospect theory to construct benefit matrix. It makes an analysis of evolutionary stability strategy for the indefensible product harm crisis in social media environment. Through the numerical simulation, it is found that the evolution of indefensible product harm crisis in social media environment exists: the change of loss aversion has an asymmetric impact on enterprise and consumer benefit loss; reasonable government compensation can guide both enterprise and consumer in the strategy adjustment, which is conducive to the rapid appeasement of crisis; the external intervention has an asymmetric impact on enterprise-consumer responsibility, and the intervention of public opinion has a responsibility restraint effect on enterprise behavior.