An Evolutionary Game Model in Mobile Business Commerce Customer Trust

Customer’s trust is the key element for mobile commerce's success. The formation and development of customer trust is an evolutionary process, which is effected by merchants’ characteristics and their behaviors, customers themselves and the interaction between them. This research analyzes how to achieve the status of ESS with the effect of various factors on consumer trust based on evolutionary game theory, then simulates the process with the Netlogo software platform. It suggests that m-merchants should focus on the factors which generate more satisfaction and trust among customers, and for supervision and control, policies should be more scientific to effectively find and punish the business of the fraud, on the other hand, provides appropriate slack environment in order to facilitate rapid development of mobile commerce.