Game Analysis on Sales Return Involving B2C E-Commerce Seller, Buyer and Platform

Abstract

B2C E-commerce sellers, buyers and platforms have been concerned about return problem involved in online shopping. Investigation into sales return through B2C platforms with an aim to figure out reasons behind it comes to a conclusion that excludability of benefit of buyer and seller, influence of Matthew Effect, information asymmetry between buyer and seller, and phenomenon of sellers sticking to low-price strategy while buyers dependent on sales return are four reasons for keeping high return rate. Game analysis on B2C e-commerce platform, seller and buyer shall get underway. First, an income matrix covering combination of principle of liability without fault and doctrine of presumption followed by contracting parties will come into being based on game analysis is on sellers and buyers to reach Nash equilibrium under rational state of both parties. Secondly, a conclusion that the buyer's return action is a rational conduct will arrive based on game analysis on sellers and platforms. Lastly, research finds that return problem can be alleviated through three stages of strategy, including rational guidance of customers before consumption, adjustment of customer expectation in consumption and promotion of product service after consumption.