农产品电商平台服务质量的演化博弈分析
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摘要
随着农产品电商市场的不断完善,电商平台之间的竞争不仅是价格战,更是服务战。为揭示农产品电商平台服务质量提升的内在机理,运用演化博弈模型探讨了顾客在平台上初次和多次购买行为的演化路径。研究结果表明,初次购买时,高服务质量的电商平台更受青睐;多次购买时,演化均衡策略为电商平台保持高服务质量,顾客选择重购,但当顾客转换成本过高时,也会出现低满意和高粘性共存结果。
With the on-going improvement of the agricultural products e-commerce market,the competition between e-commerce platforms is not merely displayed as a fighting on price but also on service. In order to disclose the internal mechanism towards the promotion of service quality of e-commerce platform for agricultural products,an evolutionary game model is employed to explore the behavioral evolution path of both customers and platform in case of initial as well as repetitive purchase. It is concluded that the e-commerce platform with high quality of service is more probably accepted in case of initial purchase;while referred to a repetitive purchase,the evolutionary equilibrium strategy is that e-commerce platforms select maintaining high level service quality and customers choose repurchasing. However,regarding an over high customer switching cost,the coexisting of low satisfaction and high stickiness would occur.
With the on-going improvement of the agricultural products e-commerce market,the competition between e-commerce platforms is not merely displayed as a fighting on price but also on service. In order to disclose the internal mechanism towards the promotion of service quality of e-commerce platform for agricultural products,an evolutionary game model is employed to explore the behavioral evolution path of both customers and platform in case of initial as well as repetitive purchase. It is concluded that the e-commerce platform with high quality of service is more probably accepted in case of initial purchase;while referred to a repetitive purchase,the evolutionary equilibrium strategy is that e-commerce platforms select maintaining high level service quality and customers choose repurchasing. However,regarding an over high customer switching cost,the coexisting of low satisfaction and high stickiness would occur.
引文
[1]中国电子商务研究中心官方网站.电商发展报告[EB/OL].(2018-03-20). http://www. 100ec.cn/detail--6441580. html.
[2] PARASURAMAN A,ZEITHAML V A,BERRY L L.A conceptual model of service quality and its implications for future research[J]. Journal of Marketing,1985,49(4):41-50.
[3] GIL-SAURA I,SERVERA-FRANCES D,FUENTES-BLASCO M. Antecedents and consequences of logistics value:and empirical investigation in the Spanish market[J]. Industrial Marketing Management,2010,39(3):493-506.
[4] KALRA A,LI S. Signaling quality through specialization[J]. Marketing Science,2008,27(2):168-184.
[5] HELM S V,OZERGIN B. Service inside:the impact of ingredient service branding on quality perceptions and behavioral intentions[J]. Industrial Marketing Management,2015(50):142-149.
[6] WILLIAMS Z,LUEG J E,HANCOCK T,et al. Positioning through B2B carrier signals:understanding how service quality is communicated via websites[J]. Industrial Marketing Management,2018(9):1-11.
[7]李蕾,林家宝,黄士.农产品电子商务顾客满意度和忠诚度的形成机制研究:基于感知价值和服务质量的视角[J].世界农业,2017(11):97-103.
[8]杜军,马慧.物流服务质量对电商平台品牌忠诚的影响研究[J].武汉理工大学学报(信息与管理工程版),2016,38(6):576-581.
[9]董晓舟.平台型购物网站的网络顾客忠诚研究:基于关系质量与网站依恋的双中介路径[J].营销科学学报,2015,11(4):104-128.
[10]李琪,阮燕雅.有用性无差异的在线产品质量评论和服务水平评论对消费者网上购买意愿的不同影响研究[J].经济问题探索,2015(1):16-22.
[11]唐纯.基于顾客角度的电子商务服务质量动态演化博弈[J].商业经济研究,2017(22):85-88.
[12]李玉萍.网上转换成本对顾客重复购买意愿影响的研究[J].价格理论与实践,2014(12):100-102.
[2] PARASURAMAN A,ZEITHAML V A,BERRY L L.A conceptual model of service quality and its implications for future research[J]. Journal of Marketing,1985,49(4):41-50.
[3] GIL-SAURA I,SERVERA-FRANCES D,FUENTES-BLASCO M. Antecedents and consequences of logistics value:and empirical investigation in the Spanish market[J]. Industrial Marketing Management,2010,39(3):493-506.
[4] KALRA A,LI S. Signaling quality through specialization[J]. Marketing Science,2008,27(2):168-184.
[5] HELM S V,OZERGIN B. Service inside:the impact of ingredient service branding on quality perceptions and behavioral intentions[J]. Industrial Marketing Management,2015(50):142-149.
[6] WILLIAMS Z,LUEG J E,HANCOCK T,et al. Positioning through B2B carrier signals:understanding how service quality is communicated via websites[J]. Industrial Marketing Management,2018(9):1-11.
[7]李蕾,林家宝,黄士.农产品电子商务顾客满意度和忠诚度的形成机制研究:基于感知价值和服务质量的视角[J].世界农业,2017(11):97-103.
[8]杜军,马慧.物流服务质量对电商平台品牌忠诚的影响研究[J].武汉理工大学学报(信息与管理工程版),2016,38(6):576-581.
[9]董晓舟.平台型购物网站的网络顾客忠诚研究:基于关系质量与网站依恋的双中介路径[J].营销科学学报,2015,11(4):104-128.
[10]李琪,阮燕雅.有用性无差异的在线产品质量评论和服务水平评论对消费者网上购买意愿的不同影响研究[J].经济问题探索,2015(1):16-22.
[11]唐纯.基于顾客角度的电子商务服务质量动态演化博弈[J].商业经济研究,2017(22):85-88.
[12]李玉萍.网上转换成本对顾客重复购买意愿影响的研究[J].价格理论与实践,2014(12):100-102.