Game Analysis on Sales Return Involving B2C E-Commerce Seller, Buyer and Platform

B2C E-commerce sellers, buyers and platforms have been concerned about the return problem involved in online shopping. Investigation into sales return through B2C platforms with an aim to figure out the reasons behind it comes to a conclusion that the excludability of benefit of buyer and seller, the influence of Matthew Effect, the information asymmetry between buyer and seller, and the phenomenon of sellers sticking to low-price strategy while the buyers dependent on sales return are four reasons for keeping high return rate. Game analysis on B2C e-commerce platform, seller and buyer shall get underway. First, an income matrix covering the combination of the principle of liability without fault and the doctrine of presumption followed by contracting parties will come into being based on the game analysis is on sellers and buyers to reach the Nash equilibrium under rational state of both parties. Secondly, a conclusion that "the buyer's return action is a rational conduct" will arrive based on the game analysis on sellers and platforms. Lastly, the research finds that the return problem can be alleviated through three stages of strategy, including the rational guidance of customers before consumption, the adjustment of customer expectation in consumption and the promotion of product service after consumption.