<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>This paper firstly constructs a theoretical framework of a liquor e-commerce platform based on blockchain technology, analyzes the influence factors of brand trust, and discusses the influence mechanism of blockchain technology on liquor brand trust. Secondly, in the three-party trust degree calculation section, a blockchain-based method for calculating the three-party trust degree for an e-commerce platform is proposed. Finally, an evolutionary game model of the three parties involved in e-commerce transactions is constructed, and evolutionary stabilization strategies are explored before and after the introduction of blockchain. The results show that before the introduction of blockchain technology, the evolutionary stability point of the system was (0, 0, 1). After the introduction of blockchain technology, the trust power of merchants’ liquor brands is improved, and the evolutionary stability results of the three-party evolutionary game system eventually converge to (1, 1, 1). This study has some guiding significance for promoting the development of liquor e-commerce platforms and improving brand trust.</p>
</abstract>

This paper firstly constructs a theoretical framework of a liquor e-commerce platform based on blockchain technology, analyzes the influence factors of brand trust, and discusses the influence mechanism of blockchain technology on liquor brand trust. Secondly, in the three-party trust degree calculation section, a blockchain-based method for calculating the three-party trust degree for an e-commerce platform is proposed. Finally, an evolutionary game model of the three parties involved in e-commerce transactions is constructed, and evolutionary stabilization strategies are explored before and after the introduction of blockchain. The results show that before the introduction of blockchain technology, the evolutionary stability point of the system was (0, 0, 1). After the introduction of blockchain technology, the trust power of merchants’ liquor brands is improved, and the evolutionary stability results of the three-party evolutionary game system eventually converge to (1, 1, 1). This study has some guiding significance for promoting the development of liquor e-commerce platforms and improving brand trust.

Blockchain technology in the formation mechanism and strategy of brand trust in liquor e-commerce

Applied Mathematics and Nonlinear Sciences

This work is licensed under the Creative Commons Attribution 4.0 International License.

This paper firstly constructs a theoretical framework of a liquor e-commerce platform based on blockchain technology, analyzes the influence factors of brand...

Blockchain technology in the formation mechanism and strategy of brand trust in liquor e-commerce

Published Online: Oct 28, 2023

Page range: -

Received: Jan 23, 2023

Accepted: May 08, 2023

DOI: https://doi.org/10.2478/amns.2023.2.00827

Keywords
Blockchain technology, Liquor e-commerce platform, Brand trust, Evolutionary game model, Evolutionary stability point

© 2023 Meng Wang et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Blockchain technology in the formation mechanism and strategy of brand trust in liquor e-commerce

Published Online: Oct 28, 2023

Page range: -

Received: Jan 23, 2023

Accepted: May 08, 2023

DOI: https://doi.org/10.2478/amns.2023.2.00827

KeywordsBlockchain technology, Liquor e-commerce platform, Brand trust, Evolutionary game model, Evolutionary stability point

© 2023 Meng Wang et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Keywords
Blockchain technology, Liquor e-commerce platform, Brand trust, Evolutionary game model, Evolutionary stability point