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2018 | OriginalPaper | Buchkapitel

The Sustainable Interaction Analysis of Cause Marketing and Ethical Consumption in Electric Business Platform: Based on Game Theory and Simulation Analysis

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Abstract

Based on evolutionary game theory and simulation analysis, the paper studies the sustainable interaction of cause marketing in electronic business platform, which constructs the evolutionary game model of cause marketing and ethical consumption, and studies the existence and stability of the equilibrium in the four situation interaction system, and also verifies results by Netlogo. The main contributions are that ethical consumption is the precondition of sustainable cause marketing development, reducing costs is the key to promote sustainable interaction development, electric business platform should vigorously promote social responsibility consciousness, and promote the policy support. Finally the paper constructs the theory frame for the realization of benign sustainable interaction.

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Metadaten
Titel
The Sustainable Interaction Analysis of Cause Marketing and Ethical Consumption in Electric Business Platform: Based on Game Theory and Simulation Analysis
verfasst von
Xu Zu
Weiping Yu
Copyright-Jahr
2018
DOI
https://doi.org/10.1007/978-3-319-59280-0_19

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