In Chinese online businesses, customers are often rewarded for favorable comments and this method is widely advocated for promoting more consuming. But inappropriate reward strategies decline the reference value of online reviews, and would damage the online shopping rules. It entails research work on strategic choices under incomplete information and limited rationality of participants. Based on the perspective of evolutionary game theory, a game model between merchants and consumer groups was constructed, and merchants' strategic choices and consumer behaviors in different situations were analyzed. The results indicate that decisions of the merchant depend on the profit of the merchandise, the reward cost, the impact of negative comments from consumers, the government monitoring, and the penalty from the platform. On the other side, customers view this problem of recommendation from credits, the amount of rewards, and their satisfaction with the goods. Therefore, it will help to restrain the bribery in these incentive behaviors if the supervision to the network merchants is strengthened, and consumers have to pay higher penalty costs for the dishonest appraisal comments.