网购食品环境下的电商平台监管意愿和政府责任研究
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摘要
网络购物已经成为消费者普遍使用的购物方式,网购食品质量安全问题得到学术界和产业界的重视。论文针对供应链和电商平台组成的供应链,通过分析网络购物消费者的行为特征,构建食品供应商和电商平台的博弈模型,全面探讨电商平台对网购商品进行监管的意愿。研究的结果表明:仅仅在某些特定的市场条件下,电商平台具有自愿监管的意愿,在线食品市场能够实现有效自治,否则政府就应该通过积极的市场政策来介入网购食品市场的治理。论文的研究结论能够为政府相关部门进行网络市场食品安全有效监管提供理论依据。
Shopping online has become a popular way of shopping for consumers, the quality and safety of online shopping for food has raised widespread concern both in academy and industry. For the supply chain consisting of suppliers and E-business platform, by analyzing the behavior of consumers shopping online and build a game model of food suppliers and business platform, we explore the regulatory intention of E-business platform on the goods shopping online. The study shows that only in certain market conditions, E-business platform has the willingness of self-regulation and the online food market can achieve an effective self-management, otherwise, the government should adopt the active policy control to regulate the food market online. The conclusions of this paper can provide a theoretical basis for the relevant government departments to conduct effective regulation of food safety in the online market.
Shopping online has become a popular way of shopping for consumers, the quality and safety of online shopping for food has raised widespread concern both in academy and industry. For the supply chain consisting of suppliers and E-business platform, by analyzing the behavior of consumers shopping online and build a game model of food suppliers and business platform, we explore the regulatory intention of E-business platform on the goods shopping online. The study shows that only in certain market conditions, E-business platform has the willingness of self-regulation and the online food market can achieve an effective self-management, otherwise, the government should adopt the active policy control to regulate the food market online. The conclusions of this paper can provide a theoretical basis for the relevant government departments to conduct effective regulation of food safety in the online market.
引文
[1]中国互联网络信息中心.2016年中国网络购物市场研究报告[Z].2017.
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[15]潘勇.网络“柠檬”环境下消费者行为与抵消机制---基于信息经济学视角[J].管理评论,2009(10):41-51.
[16]Young Kwark,Jianqing Chen,Srinivasan Raghunathan.Online Product Reviews:Implications for Retailers and Competing Manufacturers[J].Information Systems Research,2014,25(1):93-110.
[17]Li.Bo,Wen.Decheng,Shi.Xiaodan.Research on product quality control in Chinese online shopping:based on the uncertainty mitigating factors of product quality[J].Total Quality Management&Business Execellence,2015,26:602-618.
[18]Wu Ruhai,Lin.Mei.Platform Regulation on Seller Heterogeneity[C]//Citeseer,2013.
[19]Mei Lin,Shaojin Li,Andrew B.Whinston.Innovation and Price Competition in a Two-Sided Market[J].Journal of Management Information Systems,2011,28(2):171-202.
[20]Kashi R.Balachandran,Suresh Radhakrishnan.Qualiity Implications of Warranties in a Supply Chain[J].Management Science,2005,51(8):1266-1277.
[21]Hsieh.C-C,Liu.Y-T.Quality investment and inspection police in a supplier-manufacturer supply chain[J].European Journal of Operational Research,2010,202(3):717-729.
[22]G Aust,I Bruer,U Buscher.A note on“Quality investment and inspection policy in a supplier-manufacturer supply chain”[J].European Journal of Operational Research,2014,234(3):910-915.
[2]J Avery,TJ Steenburgh,J Deighton,et al.Adding Bricks to Clicks:Predicting the Patterns of Cross-Channel Elasticities Over Time[J].Journal of Marketing,2012,76(3):96-111.
[3]李梓琴,傅江平.假冒伪劣仍是网购顽疾[N].中国质量报,2016-03-24(5).
[4]P Wang,H Zheng,D Chen,et al.Exploring the Critical Factors Influencing Online Lending Intentions[J].Financial Innovation,2015,1(1):8-19.
[5]PA Pavlou,H Liang,Y Xue.Understanding and Mitigating Uncertainty in Online Exchange Relationships:A Principal-agent Perspective[J].MIS Quarterly,2007,31(1):105-136.
[6]Kim Y,Krishnan R.On Product-Level Uncertainty and Online Purchase Behavior:An Empirical Analysis[J].Management Science,2015,61(10):2449-2467.
[7]D Cohenvernik,P Yildirim,V Mittal.Misrepresentation of Credence Goods and Channel Design[EB/OL].(2015-01-10)[2017-09-30].https://ssrn.com/abstract=2552807.
[8]Stylianos Despotakis,Isa Hafalir,R.Ravi,Amin Sayedi.Expertise in Online Markets[EB/OL].(2016-09-02)[2017-09-30].https://doi.org/10.1287/mnsc.2016.2530.
[9]杨居正,张维迎,周黎安.信誉与管制的互补与替代---基于网上交易的实证研究[J].管理世界,2008(7):18-26.
[10]Erica L.Plambeck,Terry A.Taylor.Supplier Evasion of a Buyer's Audit:Implications for Motivating Supplier Social and Environmental Responsibility[J].Manufacturing&Service Operations Management,2016,18(2):184-197.
[11]李玲芳,徐思远.“消保”难保消费者?网络购买中“消费者保障服务”的博弈分析[J].管理工程学报,2014(1):102-109.
[12]Claussen J,Kretschmer T,Mayrhofer P.The Effects of Rewarding User Engagement:The Case of Facebook Apps[J].Information Systems Research,2013,24(1):186-200.
[13]J Chevalier,D Mayzlin.The Effect of Word of Mouth on Sales:Online Book Reviews[J].Journal of Marketing Research,2006,43(3):345-354.
[14]Chenhao Du,William L.Cooper,Zizhuo Wang.Optimal Pricing for a Multinomial Logit Choice Model with Network Effects[J].Operations Research,2016,64(2):441-455.
[15]潘勇.网络“柠檬”环境下消费者行为与抵消机制---基于信息经济学视角[J].管理评论,2009(10):41-51.
[16]Young Kwark,Jianqing Chen,Srinivasan Raghunathan.Online Product Reviews:Implications for Retailers and Competing Manufacturers[J].Information Systems Research,2014,25(1):93-110.
[17]Li.Bo,Wen.Decheng,Shi.Xiaodan.Research on product quality control in Chinese online shopping:based on the uncertainty mitigating factors of product quality[J].Total Quality Management&Business Execellence,2015,26:602-618.
[18]Wu Ruhai,Lin.Mei.Platform Regulation on Seller Heterogeneity[C]//Citeseer,2013.
[19]Mei Lin,Shaojin Li,Andrew B.Whinston.Innovation and Price Competition in a Two-Sided Market[J].Journal of Management Information Systems,2011,28(2):171-202.
[20]Kashi R.Balachandran,Suresh Radhakrishnan.Qualiity Implications of Warranties in a Supply Chain[J].Management Science,2005,51(8):1266-1277.
[21]Hsieh.C-C,Liu.Y-T.Quality investment and inspection police in a supplier-manufacturer supply chain[J].European Journal of Operational Research,2010,202(3):717-729.
[22]G Aust,I Bruer,U Buscher.A note on“Quality investment and inspection policy in a supplier-manufacturer supply chain”[J].European Journal of Operational Research,2014,234(3):910-915.