Online shopping green product quality supervision strategy with consumer feedback and collusion behavior

With the development of e-commerce, online shopping has become one of the most important consumer channels. However, the lack of government supervision, insufficient review of e-commerce platforms, illegal sales of online sellers and invalid consumer complaints have led to frequent green product quality problems during online shopping. Therefore, this paper considers that the online seller may be driven by interests, colluding with the e-commerce platform and selling low quality green product. At the same time, we introduce consumer feedback, and take the government supervision department, the online seller and the e-commerce platform as actors of the evolutionary game. In this paper, the evolutionary strategy choices of each actor were analyzed, and the influence of different factors on the evolutionary stability results was explored. Research indicates: firstly, consumer complaints play an indirect regulatory role for the online seller; secondly, the enhancement of the loss-sharing relationship between the online seller and the e-commerce platform can promote the legal operation of the two and prevent collusion; thirdly, the impact of consumer complaints on the choice of the e-commerce platform depends on the government supervision department’s penalty for the e-commerce platform; finally, the e-commerce platform establishes a reasonable reward system, which can make up for the defects of the online seller using advanced technology to avoid punishment. Our paper uses Matlab 2017 for simulation analysis and provides effective advices on how to urge the government supervision department to effectively supervise, promote the e-commerce platform to enhance review, urge the online seller to legal sale, and encourage consumers to legally defend their rights.