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

Abstract

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.