User Real Comments Incentive Mechanism Based on Blockchain in E-Commerce Transactions—A Tripartite Evolutionary Game Analysis

In response to the widespread issue of fake comments on e-commerce platforms, this study aims to analyze and propose a blockchain-based solution to incentivize authentic user feedback and reduce the prevalence of fraudulent reviews. Specifically, this paper constructs a tripartite evolutionary game model between sellers, buyers, and e-commerce platforms to study the real comment mechanism of blockchain. The strategy evolution under different incentive factors is simulated using replication dynamic equation analysis and Matlab software simulation. The study found that introducing smart contracts and "tokens" for incentives not only increased incentives for real comments but also reduced the negative experiences caused by "speculative" sellers, thereby influencing buyers to opt for authentic reviews. By structuring interactions through blockchain, the mechanism helped lower informational entropy thus reducing disorder and unpredictability in buyer and seller behavior and contributing to system stability. Further, by increasing penalties for dishonest behavior under the "credit on the chain" system, the platform lowered entropy in the system by promoting trust and reducing fraudulent activities. The real comment mechanism based on blockchain proposed in this paper can effectively enhance the order and transparency within the comment ecosystem. These findings contribute to theory and practice by providing strategic insights for e-commerce platforms to encourage genuine feedback, reduce informational entropy, and mitigate fake comments, ultimately fostering a more reliable online marketplace.