网络购物商品质量管控研究
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摘要
随着互联网技术越来全面地渗透至人类社会政治、经济、文化等各个领域,数字化商业已经成为每个人、每个组织所必须面对的,电子商务、网络购物已经不再是一种选择,而成为必然。2012年,网络购物交易额占社会消费品零售总额的比重已升至6.2%,与之相伴的是,随着消费者网络购物的意识和心态逐渐成熟,他们对商品质量的期望也在不断提高,据艾瑞咨询集团的调查统计,2012年网络购物用户在选择网络购物网站的过程中最看重的是“产品质量”,这种来自市场的需求给政府监管机构、网络购物平台、卖方等相关方的商品质量管控实践提出了更高的要求。因此,本文关于“网络购物商品质量管控”的研究立足于实际问题,具有很强的现实意义。与此同时,由于网络购物起步晚却发展迅猛、我国与发达国家的网络购物市场环境存在较大差异等客观原因,学术界对于我国网络购物商品质量领域的研究仍属于一片待开发的处女地,因此,本文的研究填补了该领域的理论空白。
通过相关的文献和理论回顾,未发现能直接借鉴的理论模型。因此,本文首先构建了以政府监管机构、网络购物平台和卖方为管控主体的我国网络购物商品质量三级管控体系模型；针对三级管控体系中的核心管控主体——网络购物平台,提出“网络购物平台商品质量管控能力”的概念并加以定义,构建了网络购物平台商品质量管控能力指标体系；应用该指标体系对淘宝网的商品质量管控能力进行了评价；并进一步研究了其商品质量管控的演进过程及作用规律；具体而言,主要内容包含以下方面：
第一,网络购物商品质量三级管控体系研究。分析了网络购物与传统购物情境下商品质量管控的差异,在系统梳理网络购物交易过程的基础上,具体揭示了每个子过程中不同管控主体的商品质量管控措施,据此构建了全主体、全过程、全面的的网络购物商品质量三级管控体系模型；并进一步展开论述了网络购物平台、政府监管机构、卖方三个管控主体在该体系中的职能、角色和作用,以及当前的商品质量管控情况。
第二,网络购物平台商品质量管控能力指标体系研究。对网络购物平台商品质量管控能力加以定义；根据文献梳理结果并综合专家意见,构建并修正了包含三个层级的网络购物平台商品质量管控能力指标体系,逐一解释了各个指标的含义；通过专家评判的方式确定了指标权重；并针对各级指标的权重及其排序情况,揭示了对网络购物平台商品质量管控的实践指导意义。
第三,淘宝网商品质量管控能力评价研究。依据前文所构建的网络购物平台商品质量管控能力指标体系,对我国最大的网络购物平台——淘宝网的商品质量管控能力进行评价。本文对在淘宝网上售卖和购买商品的买卖双方展开实证调研,采取定性和定量相结合的方法,应用模糊综合评价法和四分图法从不同角度对淘宝网现阶段的商品质量管控能力进行综合评价。并针对评价结果探讨淘宝网在商品质量管控方面的改进方向。
第四,网络购物平台商品质量管控的演化过程及作用规律研究。根据商业生态系统和电子商务生态系统生命周期理论,将中国网络购物市场的发展划分为市场兴起、市场扩张、关系协调、持续进化四个阶段,结合现有各种文献和资料,对我国网络购物平台商品质量管控的演化过程展开理论分析；构建诚信卖方种群和不诚信卖方种群的竞争种群动力学模型,应用模拟仿真的方法探析在网络购物生态系统逐渐形成和发展的过程中,网络购物平台商品质量管控演进的内在机理及作用规律。
基于上述分析内容,本文主要得到如下研究结论：第一,网络购物商品质量的管控可分为两个方面,一方面是要降低商品质量不确定性,另一方面是要提升商品质量。其中,提升商品质量是卖方为了在激烈的竞争中获胜所必然要承担起的责任,而在缓解网络购物商品质量不确定性方面,政府监管机构、网络购物平台、卖方各负其责,他们所制定的政策、制度和所采取的措施有助于降低商品质量不确定性,促进网络购物的顺利达成。因此,我国网络购物商品质量的管控是由包括政府监管机构、网络购物平台、卖方在内的三级管控体系完成的。本文所构建的网络购物商品质量三级管控体系是全主体、全过程、全面的商品质量管控体系,即生态系统中所有相关主体参与的、横跨网络购物交易前、交易中和交易后整个过程的、覆盖对象全面的商品质量管控。其中,网络购物平台发挥着核心管控主体的作用,它上承政府监管机构的政策法规和监管措施,将政策法规以及监管措施设计到质量管控机制中,下启卖方缓解商品质量不确定性和提升商品质量的活动,对这些活动进行管控和指导。
第二,根据本文所构建的指标体系,我国网络购物平台当前商品质量管控能力指标体系由4个一级指标和17个二级指标构成,在4个一级指标中,信任在缓解商品质量不确定性方面发挥着最为重要的作用,明显大于其他三个因素,但信息展示和沟通、社会存在和产品诊断的权重也不容忽视,缺失任一要素都可能影响到平台的商品质量管控能力。信任是评价网络购物平台商品质量管控能力的最为重要的因素,其中,又以在线信誉反馈系统的重要性为最,文字评论和量化分数在权重总位次中分别位于第一和第二位。在线信誉反馈系统曾一度出现信誉炒作、共谋等现象而遭人诟病,但作为网络购物平台最早采用的商品质量管控机制,一直是缓解商品质量不确定性的最为重要的手段,考虑到在线信誉反馈系统的关键性作用,网络购物平台对此仍需进行持续改进；信息展示和沟通是评价网络购物平台商品质量管控能力的排位第二的因素,其下最为重要的是网站的展示技术。我国的网络购物平台应积极进取,向国外同行学习或自行研发新技术,创新性应用展示技术手段,增强网站的可视性和可应用性,加强买方对商品的感知；在总位次排序中,第三方产品质量检验排位第三,仅次于在线信誉反馈系统的两个因素,这一创新机制在规则、制度和流程设计方面仍存在诸多漏洞,从而出现了卖方送检产品与销售产品不符等问题,网络购物平台需对此加以完善；在总位次排序中,线下服务因素的权重最低,在资源有限的情况下,可以缓行。
第三,应用本文所构建的网络购物平台商品质量管控能力指标体系,对淘宝网的商品质量管控能力展开评价,结果发现：作为我国网络购物行业的龙头企业,淘宝网的综合商品质量管控能力得分为良好,4个一级指标在线信任、信息展示和沟通、社会存在和产品诊断的得分均为良好。由此可以看出,淘宝网自2010年以来加强商品质量管控,改进已有的管控措施,并陆续推出了多项新的管控形式,这些举措取得了一定成效,以信用炒作为主的违规欺诈行为得到了有效的遏制；相较而言,目前淘宝网亟需改进的商品质量管控措施为在线信誉反馈系统(包括量化分数及文字评论)、合作方声誉、第三方质量检验、网络购物平台的质量抽检和对违规欺诈行为的惩罚；位于机会区的商品质量搜索功能、卖方准入、质量保证和承诺、线下服务等因素虽不是当前亟待解决的,但我国的网络购物市场发展迅猛,市场环境的变化日新月异,今天看似微小的因素明天也有可能一跃成为决定生死的关键因素。因此,淘宝网应对位于机会区的各项管控措施进行储备,才能在激烈的竞争中保持住优势地位；第三方担保支付、网站的展示技术、买卖方沟通方式和产品试用等因素,其重要度及评价都较高,应继续保持并发扬；在线商盟、商品的展示格式规定、物流保障等因素位于维持区,在资源有限的前提下,可以暂缓这些因素的改进。
第四,中国网络购物生态系统的发展划分为市场兴起、市场扩张、关系协调、持续进化四个阶段,在市场持续进化的过程中,网络购物平台的商品质量管控措施也不断发展和完善。第一阶段的商品质量管控措施主要是在线信誉反馈系统；第二阶段商品质量管控的主要手段是在线信誉反馈系统、第三方担保支付、商品质量信息的即时沟通工具、以及在线商盟；第三阶段,由于系统急速增长导致的混沌复杂性以及在线信誉反馈系统的失效,商品质量不确定性越来越强。在该阶段,网络购物平台的商品质量管控又加强了质量保证及承诺、调高卖方准入门槛、实施第三方商品质量检验,此外,还对已有的管控措施进行了适当的改进；在第四阶段中,网络购物平台应继续对已有管控措施加以改进,引进实施创新型管控措施的,同时,创建覆盖整个平台的追求优质商品的文化和氛围,建立全员、全过程的商品质量管控体系,并实现更加有机化地与其他管控主体的互动。
第五,通过构建诚信卖方和不诚信卖方的种群竞争模型,并使用模拟仿真方法,得出如下结论：网络购物平台如果不采取任何商品质量管控措施,由于不诚信卖方种群采取欺诈行为获得收益更高,诚信种群向不诚信种群的突变率更高,不诚信种群的竞争力更强,在经历一段时间演化之后,诚信种群趋向灭亡,而不诚信种群则趋向最大容量,网络购物市场崩溃；商业生态系统存在着一个稳定性阈值,因此,对系统的控制有个正当、合理、适度的问题,如果网络购物平台的商品质量管控不及时,系统也可能逐渐陷入崩溃的局面,采取管控措施的时间点越滞后,所需要的管控力度越大；如果网络购物平台及早采取商品质量管控措施,使得诚信卖方种群的数量一直保持在较高的位置,不诚信卖方种群的数量得到较为有效的控制,则可构建健康、可持续发展的网络购物生态系统,实现组合S型增长。上述结论助于促进网络购物平台在商品质量管控机制方面采取更为积极的态度。
本文综合采用归纳推理、进化动力学、模拟仿真、层次分析法、模糊综合评价和四分图模型评价的方法研究网络购物商品质量管控,主要创新之处体现在以下三个方面：
第一,本文首次全面、系统地研究我国网络购物商品质量管控体系。通过文献梳理发现,现有的有关网络购物商品质量的研究通常置于在线信任和电子服务质量的研究框架下,作为其中一个因素加以考量,缺乏系统性和专门性。本文的研究填补了此项空白,形成了截至目前为止较为系统的理论框架。本文构建了包括政府监管机构、网络购物平台和卖方在内的、全主体、全过程、全面的商品质量三级管控体系,为未来的研究建立了一个分析框架。
第二,本文构建了网络购物平台商品质量管控能力指标体系,并应用该体系对淘宝网的商品质量管控能力进行了综合评价。本文定义了网络购物平台商品质量管控能力,通过文献研究、观察访谈等方式提炼出了反映网络购物平台商品质量管控能力的多层次指标,并应用层次分析法确定了各指标权重。在此基础上,使用该指标体系评价了我国最大的网络购物平台——淘宝网,并得出了有指导意义的建议。因此,本文的研究不仅具有理论创新,而且达到了有效指导实践活动的目的。
第三,本文从动态演化的视角分析了我国网络购物平台商品质量管控的四阶段演化过程,并揭示了演化的内在机理和质量管控的作用规律。本文在网络购物生态系统演化分析的基础上,探析了各个演化阶段中网络购物平台商品质量管控机制和措施的演化过程。同时,通过种群竞争动力学模型的构建及其模拟仿真结果,分析了网络购物平台商品质量管控演进的内在机理和质量管控的作用规律。
With Internet technology increasingly penetrating every area of human society, politics, economy and culture, digital business has become what every people and every organization should face to. E-commerce and online shopping are no longer an option, but a necessity. In2012, the proportion of online shopping transaction amount in the retail volume of social consumer goods has risen to6.2%. At the same time, consumers'expectation for the quality of goods is also rising. According to the survey of iResearch consulting Group, the most important factor which online shoppers pay attention to is "product quality" in2012. As a consequence, the demand from consumers and market requires the government regulatory agencies, online shopping platform, seller and other parties to attach more importance to product quality control. Therefore, this study about the product quality control in online shopping market is based on the realistic problem, which has strong practical significance. On the other hand, the online shopping market in China has a late start, but developed rapidly. Furthermore, there is a big difference between Chinese online shopping market and developed countries. Due to the above reasons, the academic field about the product quality of Chinese online shopping is still a virgin land to be developed. This article fills the theory gap.
Through the literature review, this article hasn't finds an existing model to be referred. Therefore, this article builds the model of three-level product quality control system of Chinese online shopping. Then aiming at the online shopping platform-the core subject of three-level product quality control system, the study puts forward the concept of product quality control ability of online shopping platform, and builds the index system of product quality control ability of Chinese online shopping platform. Next, Taobao's product quality control ability is evaluated using the above index system. Finally, the article analyzes the evolution process and the the law of action of product quality control of online shopping platform. Specifically, the main contents of the article include the following:
Firstly, research on the model of three-level product quality control system of Chinese online shopping. This article analyzes the differences between the product quality control of online shopping and traditional shopping context. Combing
systematically the processes of online shopping, the study reveals product quality control measures of every transaction processes implemented by three control subjects, and builds the model of three-level product quality control system constructed by the government regulatory agencies, online shopping platform and the seller. Furthermore, the study analyzes the different role and function assumed by three parites, and depicts the current product quality control measures.
Secondly, research on the index system of product quality control ability of Chinese online shopping platform. The article puts forward and explains the concept of product quality control ability of online shopping platform. According to the literature review and the experts'opinions, the index system of product quality control ability of Chinese online shopping platform is built. The article also explicits the meaning of every index, determines the index weight through the judgement of experts, and reveals the guiding significance to the action of online shopping according to the order of index weight.
Thirdly, research on the evaluation of Taobao's product quality control ability. Using the above index system, the article evaluates the product quality control ability of Chinese largest online shopping platform. Through the empirical survey to the sellers and buyers in Taobao, the article comprehensively assesses Taobao's current product quality control ability applying Fuzzy Comprehensive Evaluation and Importance-performance analysis method, and analyzes the improvement direction of Taobao's product quality control measures.
Fourthly, research on the the evolution process and the the law of action of product quality control of online shopping platform. According to the life cycle theory of the business ecosystem and e-commerce eco-system, this article divides the development of Chinese online shopping ecosystem into four stages:market rise, market expansion, relationship coordination and sustaining evolution. Combined with existing literature and data, the theory analysis about revolution process of product quality control of online shopping platform is developed. Next, the article builds population dynamical model of good-faith-seller population and bad-faith-seller population, and explores the inner mechanism and the law of action of the revolution of online shopping platform's product quality control using analog simulation method.
Based on the above contents, the article draws the following conclusion:
Firstly, the purpose of product quality control in online shopping can be divided into two aspects:one is to reduce the uncertainty of product quality, and the other is to improve product quality. The seller must bear the responsibility of improving product quality to win in the intense competition. At the same time, government regulatory agency, online shopping platform and the seller bear the main responsibility in reducing quality uncertainty of online shopping. Therefore, product quality control in Chinese online shopping is conducted by the three-level product quality control system, which is composed of government regulatory agency, online shopping platform and the seller. The three-level product quality control system constructed by this article is full-subjects, full-process and full-scale. That is, the product quality control is conducted by all related parties, covered by all transaction process and involved all objects. In the three-level control system, online shopping platform plays the most important role and is the key to the smooth running of this system. On one hand, it connects with policies and regulatory measures of government regulatory agency and designs them into its own quality control mechanism; on the other hand, the platform also controls and guides the sellers' activities in reducing quality uncertainty and improving product quality.
Secondly, this article considers trust, information display and communication, product diagnosis and social presence as the first-level index for the evaluation of the product quality control ability of online shopping platform, and determines17second-level indexes through theory selection and expert consultation under the above four first-level indexes. In the index system, trust plays the most important role in, mitigating product quality uncertainty, which is far more important than the other three factors. But the weight of website informativeness, social presence and product diagnosis can not be ignored and lack of any factor can affect the platform's product quality control ability. In trust dimension, the online reputation feedback system is the most important and the text comments ranks first in terms of the weight of index with the quantitative scores followed. The online reputation feedback system has once been criticized for seller credibility hyping and reputation collusion. But as the first adopted product quality control mechanism, it has been the most important approach to mitigate product quality uncertainty. The factor of information display and communication ranks second in evaluating the product quality control ability of online shopping platform, in which website's display technology is the most important. Therefore, Chinese online shopping platform should learn from foreign counterparts or develop new technology on its own, to enhance the visuality and applicability of the website. In the total sorting, the third-party quality inspection ranks third after the two factors in the online reputation feedback system. It was introduced into online shopping market as an important quality control measure by Taobao in2010, and it became a necessary supplement of the online reputation feedback system. But this mechanism still has many defects in its rules, system and process design, which cause some problems like the unconformity of the product sent for test and that for sale. The online shopping platform should improve this situation. The results also show that in the total sorting, the index of offline serviceholds the lowest weight. Therefore, in the case of limited resources, it can be postponed.
Thirdly, according to the result of the Fuzzy Comprehensive Evaluation and Importance-performance analysis method, the score of Taobao's product quality control ability is good. The scores of its4first-level indexes are also good, including trust, website informativeness, social presence and product diagnosis. The above results state since Taobao strenthern the product quality control measures in2010, the measures have achieved remarkable results and the fraudulent behaviors have restrainted effectively. Comparatively speaking, the product quality control measures that Taobao needs to improve now, are online reputation feedback system (including quantitative scores and text comments), reputation of the cooperative institutions, a third party quality inspection, quality sampling of online shopping platform and punishment for frauds and violations. Although the search function for product quality, seller access, quality assurance and commitment and opening of physical stores, which are in opportunity region, do not need to be addressed currently, their importance might raise in the near future. Taobao should prepare for these factors in order to keep its competitive advantage. A third-party payment with guarantee, website's display technology, communication channels between buyers and sellers and product trial enjoy higher importance and evaluation, which should be maintained and carried forward. Online business alliance, rules of display format for website and cash on delivery are in maintenance region. The improvement of these factors can be postponed on the premise of limited resources.
Fourthly, this article divides the development of Chinese online shopping ecosystem into four stages:market rise, market expansion, relationship coordination and sustaining evolution. During the market revolution, the product quality control measures are also continuously developed and improved. The main product quality control measure of the first stage is online reputation feedback system. The measures of second stage include the third-party payment, instant communication tools to communicate and online business alliance except online reputation feedback system. In the third stage, the uncertainty of product quality was more and more serious. Therefore, online shopping platform takes quality assurance and commitment, turns up the threshold of seller access and takes third-party product quality inspection to strengthen product quality control. In the forth stage, online shopping platform should improve the existing measures and introduce innovative measures. At the same time, the platform should also devote to build a kind of culture of pursuing excellent quality, and construct full-staff and full-process product quality control system.
Fifthly, through the model construction and analog simulation, this article draws the following conclusion. If online shopping platform doesn't take any product quality control measure, bad-faith seller population acquires higher earnings because of fraudulent behavior, thus possess higher competition. So after a period of revolution, good-faith seller population tends to die out, and bad-faith seller population tends to have maximum capacity. The online shopping market breaks down. Because every business ecosystem has a threshold value of stability, the control to system needs to be moderate and reasonable. If online shopping platform takes product quality measures too late, the online shopping system is inevitable to fall into collapse. The later the platform takes control measure, the bigger the strength of controlling. While online shopping platform take control mearsures at an early stage, makes the amount of good-faith seller population maintain a higher place and the amount of bad-faith seller population a lower place, the online shopping ecosystem would healthily develop and increase like a combining S curve. These conclusion help online shopping platform to take more active attitude in product quality control mechanism. This paper studies product quality control in Chinese online shopping market using the methods of inductive reasoning, evolutionary dynamics, analog simulation, fuzzy comprehensive evaluation importance-performance analysis etc. The innovation points are as follows.
First of all, this paper comprehensively and systematicly studies the product quality control system the first time. In the academic field, product quality is taken into consideration as one of the influencing factors under the framework of online trust and e-service quality. This article fills the theory gap and forms a relatively systematic framework so far. The study constructs an analysis framework for the future research.
Secondly, this paper builds the index system of product quality control ability of Chinese online shopping platform, and evaluates comprehensively Taobao's product quality control ability applying the index system. The article puts forward and explains the concept of product quality control ability of online shopping platform. According to the literature review and the expert' opinions, the indexes reflected product quality control ability of Chinese online shopping platform are extracted. Then the weight of indexes is determined using AHP. On that basis, the paper evaluates Taobao's product quality control ability and reaches some guiding suggestions. Therefore, this study not only innovates in theory, but also makes for the practical activity of online shopping market.
Thirdly, this paper analyzes the four-stage evolutionary process of product quality control of Chinese online shopping platform, and reveals the inner machnism of evolution and the action law of quality control. Specifically, based on the analysis about the evolutionary process of online shopping ecosystem, the article explores the evolutionary process of product quality control of online shopping platform. Meanwhile, according to the constructed population dynamics model and the analog simulation results, this article analyzes the inner mechanism of evolution and the action law of quality control.
通过相关的文献和理论回顾,未发现能直接借鉴的理论模型。因此,本文首先构建了以政府监管机构、网络购物平台和卖方为管控主体的我国网络购物商品质量三级管控体系模型；针对三级管控体系中的核心管控主体——网络购物平台,提出“网络购物平台商品质量管控能力”的概念并加以定义,构建了网络购物平台商品质量管控能力指标体系；应用该指标体系对淘宝网的商品质量管控能力进行了评价；并进一步研究了其商品质量管控的演进过程及作用规律；具体而言,主要内容包含以下方面：
第一,网络购物商品质量三级管控体系研究。分析了网络购物与传统购物情境下商品质量管控的差异,在系统梳理网络购物交易过程的基础上,具体揭示了每个子过程中不同管控主体的商品质量管控措施,据此构建了全主体、全过程、全面的的网络购物商品质量三级管控体系模型；并进一步展开论述了网络购物平台、政府监管机构、卖方三个管控主体在该体系中的职能、角色和作用,以及当前的商品质量管控情况。
第二,网络购物平台商品质量管控能力指标体系研究。对网络购物平台商品质量管控能力加以定义；根据文献梳理结果并综合专家意见,构建并修正了包含三个层级的网络购物平台商品质量管控能力指标体系,逐一解释了各个指标的含义；通过专家评判的方式确定了指标权重；并针对各级指标的权重及其排序情况,揭示了对网络购物平台商品质量管控的实践指导意义。
第三,淘宝网商品质量管控能力评价研究。依据前文所构建的网络购物平台商品质量管控能力指标体系,对我国最大的网络购物平台——淘宝网的商品质量管控能力进行评价。本文对在淘宝网上售卖和购买商品的买卖双方展开实证调研,采取定性和定量相结合的方法,应用模糊综合评价法和四分图法从不同角度对淘宝网现阶段的商品质量管控能力进行综合评价。并针对评价结果探讨淘宝网在商品质量管控方面的改进方向。
第四,网络购物平台商品质量管控的演化过程及作用规律研究。根据商业生态系统和电子商务生态系统生命周期理论,将中国网络购物市场的发展划分为市场兴起、市场扩张、关系协调、持续进化四个阶段,结合现有各种文献和资料,对我国网络购物平台商品质量管控的演化过程展开理论分析；构建诚信卖方种群和不诚信卖方种群的竞争种群动力学模型,应用模拟仿真的方法探析在网络购物生态系统逐渐形成和发展的过程中,网络购物平台商品质量管控演进的内在机理及作用规律。
基于上述分析内容,本文主要得到如下研究结论：第一,网络购物商品质量的管控可分为两个方面,一方面是要降低商品质量不确定性,另一方面是要提升商品质量。其中,提升商品质量是卖方为了在激烈的竞争中获胜所必然要承担起的责任,而在缓解网络购物商品质量不确定性方面,政府监管机构、网络购物平台、卖方各负其责,他们所制定的政策、制度和所采取的措施有助于降低商品质量不确定性,促进网络购物的顺利达成。因此,我国网络购物商品质量的管控是由包括政府监管机构、网络购物平台、卖方在内的三级管控体系完成的。本文所构建的网络购物商品质量三级管控体系是全主体、全过程、全面的商品质量管控体系,即生态系统中所有相关主体参与的、横跨网络购物交易前、交易中和交易后整个过程的、覆盖对象全面的商品质量管控。其中,网络购物平台发挥着核心管控主体的作用,它上承政府监管机构的政策法规和监管措施,将政策法规以及监管措施设计到质量管控机制中,下启卖方缓解商品质量不确定性和提升商品质量的活动,对这些活动进行管控和指导。
第二,根据本文所构建的指标体系,我国网络购物平台当前商品质量管控能力指标体系由4个一级指标和17个二级指标构成,在4个一级指标中,信任在缓解商品质量不确定性方面发挥着最为重要的作用,明显大于其他三个因素,但信息展示和沟通、社会存在和产品诊断的权重也不容忽视,缺失任一要素都可能影响到平台的商品质量管控能力。信任是评价网络购物平台商品质量管控能力的最为重要的因素,其中,又以在线信誉反馈系统的重要性为最,文字评论和量化分数在权重总位次中分别位于第一和第二位。在线信誉反馈系统曾一度出现信誉炒作、共谋等现象而遭人诟病,但作为网络购物平台最早采用的商品质量管控机制,一直是缓解商品质量不确定性的最为重要的手段,考虑到在线信誉反馈系统的关键性作用,网络购物平台对此仍需进行持续改进；信息展示和沟通是评价网络购物平台商品质量管控能力的排位第二的因素,其下最为重要的是网站的展示技术。我国的网络购物平台应积极进取,向国外同行学习或自行研发新技术,创新性应用展示技术手段,增强网站的可视性和可应用性,加强买方对商品的感知；在总位次排序中,第三方产品质量检验排位第三,仅次于在线信誉反馈系统的两个因素,这一创新机制在规则、制度和流程设计方面仍存在诸多漏洞,从而出现了卖方送检产品与销售产品不符等问题,网络购物平台需对此加以完善；在总位次排序中,线下服务因素的权重最低,在资源有限的情况下,可以缓行。
第三,应用本文所构建的网络购物平台商品质量管控能力指标体系,对淘宝网的商品质量管控能力展开评价,结果发现：作为我国网络购物行业的龙头企业,淘宝网的综合商品质量管控能力得分为良好,4个一级指标在线信任、信息展示和沟通、社会存在和产品诊断的得分均为良好。由此可以看出,淘宝网自2010年以来加强商品质量管控,改进已有的管控措施,并陆续推出了多项新的管控形式,这些举措取得了一定成效,以信用炒作为主的违规欺诈行为得到了有效的遏制；相较而言,目前淘宝网亟需改进的商品质量管控措施为在线信誉反馈系统(包括量化分数及文字评论)、合作方声誉、第三方质量检验、网络购物平台的质量抽检和对违规欺诈行为的惩罚；位于机会区的商品质量搜索功能、卖方准入、质量保证和承诺、线下服务等因素虽不是当前亟待解决的,但我国的网络购物市场发展迅猛,市场环境的变化日新月异,今天看似微小的因素明天也有可能一跃成为决定生死的关键因素。因此,淘宝网应对位于机会区的各项管控措施进行储备,才能在激烈的竞争中保持住优势地位；第三方担保支付、网站的展示技术、买卖方沟通方式和产品试用等因素,其重要度及评价都较高,应继续保持并发扬；在线商盟、商品的展示格式规定、物流保障等因素位于维持区,在资源有限的前提下,可以暂缓这些因素的改进。
第四,中国网络购物生态系统的发展划分为市场兴起、市场扩张、关系协调、持续进化四个阶段,在市场持续进化的过程中,网络购物平台的商品质量管控措施也不断发展和完善。第一阶段的商品质量管控措施主要是在线信誉反馈系统；第二阶段商品质量管控的主要手段是在线信誉反馈系统、第三方担保支付、商品质量信息的即时沟通工具、以及在线商盟；第三阶段,由于系统急速增长导致的混沌复杂性以及在线信誉反馈系统的失效,商品质量不确定性越来越强。在该阶段,网络购物平台的商品质量管控又加强了质量保证及承诺、调高卖方准入门槛、实施第三方商品质量检验,此外,还对已有的管控措施进行了适当的改进；在第四阶段中,网络购物平台应继续对已有管控措施加以改进,引进实施创新型管控措施的,同时,创建覆盖整个平台的追求优质商品的文化和氛围,建立全员、全过程的商品质量管控体系,并实现更加有机化地与其他管控主体的互动。
第五,通过构建诚信卖方和不诚信卖方的种群竞争模型,并使用模拟仿真方法,得出如下结论：网络购物平台如果不采取任何商品质量管控措施,由于不诚信卖方种群采取欺诈行为获得收益更高,诚信种群向不诚信种群的突变率更高,不诚信种群的竞争力更强,在经历一段时间演化之后,诚信种群趋向灭亡,而不诚信种群则趋向最大容量,网络购物市场崩溃；商业生态系统存在着一个稳定性阈值,因此,对系统的控制有个正当、合理、适度的问题,如果网络购物平台的商品质量管控不及时,系统也可能逐渐陷入崩溃的局面,采取管控措施的时间点越滞后,所需要的管控力度越大；如果网络购物平台及早采取商品质量管控措施,使得诚信卖方种群的数量一直保持在较高的位置,不诚信卖方种群的数量得到较为有效的控制,则可构建健康、可持续发展的网络购物生态系统,实现组合S型增长。上述结论助于促进网络购物平台在商品质量管控机制方面采取更为积极的态度。
本文综合采用归纳推理、进化动力学、模拟仿真、层次分析法、模糊综合评价和四分图模型评价的方法研究网络购物商品质量管控,主要创新之处体现在以下三个方面：
第一,本文首次全面、系统地研究我国网络购物商品质量管控体系。通过文献梳理发现,现有的有关网络购物商品质量的研究通常置于在线信任和电子服务质量的研究框架下,作为其中一个因素加以考量,缺乏系统性和专门性。本文的研究填补了此项空白,形成了截至目前为止较为系统的理论框架。本文构建了包括政府监管机构、网络购物平台和卖方在内的、全主体、全过程、全面的商品质量三级管控体系,为未来的研究建立了一个分析框架。
第二,本文构建了网络购物平台商品质量管控能力指标体系,并应用该体系对淘宝网的商品质量管控能力进行了综合评价。本文定义了网络购物平台商品质量管控能力,通过文献研究、观察访谈等方式提炼出了反映网络购物平台商品质量管控能力的多层次指标,并应用层次分析法确定了各指标权重。在此基础上,使用该指标体系评价了我国最大的网络购物平台——淘宝网,并得出了有指导意义的建议。因此,本文的研究不仅具有理论创新,而且达到了有效指导实践活动的目的。
第三,本文从动态演化的视角分析了我国网络购物平台商品质量管控的四阶段演化过程,并揭示了演化的内在机理和质量管控的作用规律。本文在网络购物生态系统演化分析的基础上,探析了各个演化阶段中网络购物平台商品质量管控机制和措施的演化过程。同时,通过种群竞争动力学模型的构建及其模拟仿真结果,分析了网络购物平台商品质量管控演进的内在机理和质量管控的作用规律。
With Internet technology increasingly penetrating every area of human society, politics, economy and culture, digital business has become what every people and every organization should face to. E-commerce and online shopping are no longer an option, but a necessity. In2012, the proportion of online shopping transaction amount in the retail volume of social consumer goods has risen to6.2%. At the same time, consumers'expectation for the quality of goods is also rising. According to the survey of iResearch consulting Group, the most important factor which online shoppers pay attention to is "product quality" in2012. As a consequence, the demand from consumers and market requires the government regulatory agencies, online shopping platform, seller and other parties to attach more importance to product quality control. Therefore, this study about the product quality control in online shopping market is based on the realistic problem, which has strong practical significance. On the other hand, the online shopping market in China has a late start, but developed rapidly. Furthermore, there is a big difference between Chinese online shopping market and developed countries. Due to the above reasons, the academic field about the product quality of Chinese online shopping is still a virgin land to be developed. This article fills the theory gap.
Through the literature review, this article hasn't finds an existing model to be referred. Therefore, this article builds the model of three-level product quality control system of Chinese online shopping. Then aiming at the online shopping platform-the core subject of three-level product quality control system, the study puts forward the concept of product quality control ability of online shopping platform, and builds the index system of product quality control ability of Chinese online shopping platform. Next, Taobao's product quality control ability is evaluated using the above index system. Finally, the article analyzes the evolution process and the the law of action of product quality control of online shopping platform. Specifically, the main contents of the article include the following:
Firstly, research on the model of three-level product quality control system of Chinese online shopping. This article analyzes the differences between the product quality control of online shopping and traditional shopping context. Combing
systematically the processes of online shopping, the study reveals product quality control measures of every transaction processes implemented by three control subjects, and builds the model of three-level product quality control system constructed by the government regulatory agencies, online shopping platform and the seller. Furthermore, the study analyzes the different role and function assumed by three parites, and depicts the current product quality control measures.
Secondly, research on the index system of product quality control ability of Chinese online shopping platform. The article puts forward and explains the concept of product quality control ability of online shopping platform. According to the literature review and the experts'opinions, the index system of product quality control ability of Chinese online shopping platform is built. The article also explicits the meaning of every index, determines the index weight through the judgement of experts, and reveals the guiding significance to the action of online shopping according to the order of index weight.
Thirdly, research on the evaluation of Taobao's product quality control ability. Using the above index system, the article evaluates the product quality control ability of Chinese largest online shopping platform. Through the empirical survey to the sellers and buyers in Taobao, the article comprehensively assesses Taobao's current product quality control ability applying Fuzzy Comprehensive Evaluation and Importance-performance analysis method, and analyzes the improvement direction of Taobao's product quality control measures.
Fourthly, research on the the evolution process and the the law of action of product quality control of online shopping platform. According to the life cycle theory of the business ecosystem and e-commerce eco-system, this article divides the development of Chinese online shopping ecosystem into four stages:market rise, market expansion, relationship coordination and sustaining evolution. Combined with existing literature and data, the theory analysis about revolution process of product quality control of online shopping platform is developed. Next, the article builds population dynamical model of good-faith-seller population and bad-faith-seller population, and explores the inner mechanism and the law of action of the revolution of online shopping platform's product quality control using analog simulation method.
Based on the above contents, the article draws the following conclusion:
Firstly, the purpose of product quality control in online shopping can be divided into two aspects:one is to reduce the uncertainty of product quality, and the other is to improve product quality. The seller must bear the responsibility of improving product quality to win in the intense competition. At the same time, government regulatory agency, online shopping platform and the seller bear the main responsibility in reducing quality uncertainty of online shopping. Therefore, product quality control in Chinese online shopping is conducted by the three-level product quality control system, which is composed of government regulatory agency, online shopping platform and the seller. The three-level product quality control system constructed by this article is full-subjects, full-process and full-scale. That is, the product quality control is conducted by all related parties, covered by all transaction process and involved all objects. In the three-level control system, online shopping platform plays the most important role and is the key to the smooth running of this system. On one hand, it connects with policies and regulatory measures of government regulatory agency and designs them into its own quality control mechanism; on the other hand, the platform also controls and guides the sellers' activities in reducing quality uncertainty and improving product quality.
Secondly, this article considers trust, information display and communication, product diagnosis and social presence as the first-level index for the evaluation of the product quality control ability of online shopping platform, and determines17second-level indexes through theory selection and expert consultation under the above four first-level indexes. In the index system, trust plays the most important role in, mitigating product quality uncertainty, which is far more important than the other three factors. But the weight of website informativeness, social presence and product diagnosis can not be ignored and lack of any factor can affect the platform's product quality control ability. In trust dimension, the online reputation feedback system is the most important and the text comments ranks first in terms of the weight of index with the quantitative scores followed. The online reputation feedback system has once been criticized for seller credibility hyping and reputation collusion. But as the first adopted product quality control mechanism, it has been the most important approach to mitigate product quality uncertainty. The factor of information display and communication ranks second in evaluating the product quality control ability of online shopping platform, in which website's display technology is the most important. Therefore, Chinese online shopping platform should learn from foreign counterparts or develop new technology on its own, to enhance the visuality and applicability of the website. In the total sorting, the third-party quality inspection ranks third after the two factors in the online reputation feedback system. It was introduced into online shopping market as an important quality control measure by Taobao in2010, and it became a necessary supplement of the online reputation feedback system. But this mechanism still has many defects in its rules, system and process design, which cause some problems like the unconformity of the product sent for test and that for sale. The online shopping platform should improve this situation. The results also show that in the total sorting, the index of offline serviceholds the lowest weight. Therefore, in the case of limited resources, it can be postponed.
Thirdly, according to the result of the Fuzzy Comprehensive Evaluation and Importance-performance analysis method, the score of Taobao's product quality control ability is good. The scores of its4first-level indexes are also good, including trust, website informativeness, social presence and product diagnosis. The above results state since Taobao strenthern the product quality control measures in2010, the measures have achieved remarkable results and the fraudulent behaviors have restrainted effectively. Comparatively speaking, the product quality control measures that Taobao needs to improve now, are online reputation feedback system (including quantitative scores and text comments), reputation of the cooperative institutions, a third party quality inspection, quality sampling of online shopping platform and punishment for frauds and violations. Although the search function for product quality, seller access, quality assurance and commitment and opening of physical stores, which are in opportunity region, do not need to be addressed currently, their importance might raise in the near future. Taobao should prepare for these factors in order to keep its competitive advantage. A third-party payment with guarantee, website's display technology, communication channels between buyers and sellers and product trial enjoy higher importance and evaluation, which should be maintained and carried forward. Online business alliance, rules of display format for website and cash on delivery are in maintenance region. The improvement of these factors can be postponed on the premise of limited resources.
Fourthly, this article divides the development of Chinese online shopping ecosystem into four stages:market rise, market expansion, relationship coordination and sustaining evolution. During the market revolution, the product quality control measures are also continuously developed and improved. The main product quality control measure of the first stage is online reputation feedback system. The measures of second stage include the third-party payment, instant communication tools to communicate and online business alliance except online reputation feedback system. In the third stage, the uncertainty of product quality was more and more serious. Therefore, online shopping platform takes quality assurance and commitment, turns up the threshold of seller access and takes third-party product quality inspection to strengthen product quality control. In the forth stage, online shopping platform should improve the existing measures and introduce innovative measures. At the same time, the platform should also devote to build a kind of culture of pursuing excellent quality, and construct full-staff and full-process product quality control system.
Fifthly, through the model construction and analog simulation, this article draws the following conclusion. If online shopping platform doesn't take any product quality control measure, bad-faith seller population acquires higher earnings because of fraudulent behavior, thus possess higher competition. So after a period of revolution, good-faith seller population tends to die out, and bad-faith seller population tends to have maximum capacity. The online shopping market breaks down. Because every business ecosystem has a threshold value of stability, the control to system needs to be moderate and reasonable. If online shopping platform takes product quality measures too late, the online shopping system is inevitable to fall into collapse. The later the platform takes control measure, the bigger the strength of controlling. While online shopping platform take control mearsures at an early stage, makes the amount of good-faith seller population maintain a higher place and the amount of bad-faith seller population a lower place, the online shopping ecosystem would healthily develop and increase like a combining S curve. These conclusion help online shopping platform to take more active attitude in product quality control mechanism. This paper studies product quality control in Chinese online shopping market using the methods of inductive reasoning, evolutionary dynamics, analog simulation, fuzzy comprehensive evaluation importance-performance analysis etc. The innovation points are as follows.
First of all, this paper comprehensively and systematicly studies the product quality control system the first time. In the academic field, product quality is taken into consideration as one of the influencing factors under the framework of online trust and e-service quality. This article fills the theory gap and forms a relatively systematic framework so far. The study constructs an analysis framework for the future research.
Secondly, this paper builds the index system of product quality control ability of Chinese online shopping platform, and evaluates comprehensively Taobao's product quality control ability applying the index system. The article puts forward and explains the concept of product quality control ability of online shopping platform. According to the literature review and the expert' opinions, the indexes reflected product quality control ability of Chinese online shopping platform are extracted. Then the weight of indexes is determined using AHP. On that basis, the paper evaluates Taobao's product quality control ability and reaches some guiding suggestions. Therefore, this study not only innovates in theory, but also makes for the practical activity of online shopping market.
Thirdly, this paper analyzes the four-stage evolutionary process of product quality control of Chinese online shopping platform, and reveals the inner machnism of evolution and the action law of quality control. Specifically, based on the analysis about the evolutionary process of online shopping ecosystem, the article explores the evolutionary process of product quality control of online shopping platform. Meanwhile, according to the constructed population dynamics model and the analog simulation results, this article analyzes the inner mechanism of evolution and the action law of quality control.
引文
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