关键词: 前景理论, 心理账户, 行为监管, “杀熟”定价, 演化博弈

Abstract: In recent years, E-commerce platforms frequently have “deceitful pricing for acquaintances” by big data technology. How to strengthen supervision and protect the rights of consumers has attracted much attention among people. In order to reveal the decision-making mechanism of all parties in the phenomenon of “deceitful pricing for acquaintances”, an evolutionary game model based on prospect theory and mental account is constructed in this paper. It analyzes the game evolution process and stability strategy of e-commerce platform and government by income prospect sensing matrix which is from the pay account and gain account. Finally, numerical simulation demonstrates the factors of decision-making behavior. The results show that consumers reporting behavior can effectively inhibit the tendency of “deceitful pricing for acquaintances” of e-commerce platform and non-regulatory behaviors of governments; We can take actions to raise the reference point of the pay function and lower the reference point of the gain function. It can quickly reduce “deceitful pricing for acquaint-ances” and non-regulatory behaviors. The increase in penalties and in the percentage of deductions from governments can effectively reduce the tendency of “deceitful pricing for acquaintances" and encourage governments to evolve towards regulatory behavior.

Key words: prospect theory, mental account, behavior supervision, deceitful pricing for acquaintances, evolutionary game theory