Abstract: Product quality issue bears on national image, market stability, and consumer rights and interests, and has been one of the hot issues attracting wide concern from all walks of life. This paper introduces the consumption substitution cooperative effect factors, constructs a tripartite evolutionary game model of government, enterprises and consumers in the context of social media, and discusses the mechanism of how consumer complaints influence the strategy choice of relevant subjects by using stability analysis and numerical simulation. The main conclusions are as follows: the effects of social media on enterprise behavior are different at different degree of consumption substitution; social media is only able to supervise government regulation with short-term effectiveness. Both social media and government behavior can affect consumer complaints, but the incentive degree of social media to consumer complaints is weakened with the improvement of government supervision enthusiasm. Finally, based on the conclusion of game theory analysis, we suggest giving play to the multi-party cooperation in supervising product quality under the social media environment.

Key words: product quality, consumption substitution, social media, evolutionary game, government regulation