Research On Product Quality Supervision Of Online Shopping Based On Multi-player Game Model From The Perspective Of Social Co-governance

After about 20 years of development and maturity,China s e-commerce industry has entered a stable stage of comprehensive and in-depth development.With the introduction of a number of e-commerce laws,regulations and policies.the improvement of supporting infrastructure such as internet technology,logistics services and online payment,the online shopping websites and their applications have been rapidly popularized,and many comprehensive and vertical online shopping platforms have emerged,which have greatly changed the way people work and live.As the fastest-growing and most representative development model in the field of e-commerce,online shopping can provide users with a convenience consumer experience,which has won the favor and support of consumers.According to i-Research's statistical data in 2018,China's online shopping user scale and transaction scale have shown an unprecedented development trend since 2010,and the growth year by year.At the same time,with the development of China's economy and the improvement of people's living standards,consumers' awareness of online shopping,rights protection and product quality is increasing and maturing,and they pay more attention to the quality of online shopping products.Since China's online shopping market started late but developed at a faster rate,it did not form a supervision mode and method specifically targeting the online shopping market.As a result,the product quality problem in China's online shopping market is more serious,which greatly jeopardizes the legitimate rights and interests of consumers and disrupts the business order of the online shopping market.Therefore,how to strengthen the effect of online shopping product quality supervision and effectively improve the quality of online shopping products has become an urgent problem for the government and online shopping market.Although some scholars have carried out some useful exploration and research on the quality supervision of online shopping products,which provides a basis for the government and online shopping platform to develop regulatory measures,the actual supervision effect of the online shopping market is not satisfactory,product quality is still one of the important bottlenecks restricting the development of China's online shopping market.Therefore,in order to find countermeasures and methods to solve the problem of quality supervision of online shopping products,we should not rely solely on the two regulatory bodies of the government and online shopping platform,but should break the traditional online shopping supervision method based on the theory of social co-governance,clarify the characteristics and functions of all relevant subjects,and give full play to the important role of online sellers,consumers,third-party organizations and media in the process of online shopping product quality supervision.It is of great practical significance to reduce the occurrence of online shopping product quality problems,integrate regulatory resources,save regulatory costs and improve regulatory efficiency.In summary,the main research content of this paper includes the following aspects:(1)Proposing and constructing an analytical framework for social co-governance supervision mode of online shopping product quality.The implementation of the social co-governance system for online shopping product quality supervision can effectively integrate resources,mobilize the enthusiasm of all parties,and achieve the common governance of multiple subjects.Firstly,this article points out the necessity of implementing social co-governance in China.Secondly,it analyzes the function and division of each participant in social co-governance of online shopping product quality.Thirdly,this paper expounds the governance logic of the social co-governance supervision mode of online shopping product quality,and clarifies the guarantee mechanism of the normal operation of the social co-governance system.Based on the status quo of China's online shopping market,established an analytical framework for the social co-governance supervision mode of online shopping product quality,which lays a theoretical foundation and research framework for the subsequent research.(2)Constructing a quality supervision game model between the government quality supervision department and online shopping platform.During the operation of the online shopping market,the two main bodies with product quality supervision duties are the government and online shopping platform.Whether the quality supervision decision implemented by the government and online shopping platform isreasonable and effective will directly affect the healthy and orderly development of the online shopping market.On account of the game theory,this paper constructs a quality supervision game model between the government and online shopping platform.Based on the analysis of the pure and mixed strategic supervision game model between the government and online shopping platform,it reveals the optimal strategy choice and mechanism of the government and online shopping platform in the game process,and confirms the key influencing factors affecting the regulatory probability of the government and the control probability of the online shopping platform.(3)Constructing a tripartite game model between online shopping platform,online sellers and consumers under government supervision.As a complex social governance issue,online shopping product quality supervision is not only affected by the government quality supervision department and online shopping platform,it will also be affected by other participants in the online shopping market.Therefore,this paper constructs a tripartite game model between online shopping platform,online sellers and consumers under the goverrnment supervision.Firstly,it sorts out the game relationship among the government,online shopping platform,online sellers and consumers,and clarifies the roles and functions of the participating entities in the process of online shopping product quality supervision.Secondly,by analyzing the tripartite game supervision model between online shopping platform,online sellers and consumers under government supervision,we obtain the key influencing factors affecting the control probability of online shopping platform,the probability of online sellers selling qualified products and the probability of consumer complaints.(4)Game analysis of the third-party power in online shopping product quality supervision.Due to the limitations of supervisory resources and technical capabilities,the government and online shopping platform can improve the level and effectiveness of online shopping product quality supervision by introducing third-party power.Therefore,consider introduce the third-party power into online shopping product quality supervision for game analysis.Firstly,it expounds the positive role of third-party organizations in online shopping product quality supervision,and constructs the evolutionary game model of the government and third-party organization in the process of online shopping product quality supervision.By establishing the replication dynamic equations and solving equilibrium points of the evolutionary game,the influence of various parameter changes on the evolution process of the game system is clarified.Secondly,based on the characteristics and functions of media participation in online shopping product quality supervision,and from the perspective of institutional construction and system design,a three-stage dynamic game model between the government and media is constructed.Analyze and discuss the institutional arrangements to protect the public's right to report complaints through emerging media,prevent the dissemination of false information and exert the role of media public opinion supervision.This provides a good idea and guidance for the government and online shopping platform to use third-party power to release supervisory pressure and rationally utilize market and social regulatory resources.(5)System dynamics simulation analysis of online shopping product quality supervision game model.Based on the online shopping supervision game model and its analysis constructed in the fourth,fifth and sixth chapters,and use the system dynamics method to simulate the online shopping product quality supervision system Firstly,introduce the relevant theoretical knowledge of system dynamics.Secondly.define the purpose of modeling and introduce the boundary of the system.Thirdly.through the causal relationship analysis of each subsystem corresponding to the omline shopping product quality supervision game model,establishe the flow chart of the supervision system.Finally,through the analysis of the simulation results,we not only validate the supervision strategy proposed in the previous paper,but also further improve and supplement the derivation conclusion of the supervisory game model.The innovation of this paper is mainly reflected in the following aspects:(1)Introducing the social co-governance concept into the online shopping product quality supervision process,and put forward the social co-governance supervision mode of online shopping product quality.Based on the social co-governance concept of "social collaboration" and "public participation",this paper encourages market participants and social forces to participate in the online shopping product quality supervision,which can made up for the shortcomings of the traditional quality supervision mode to some extent,and forms a social co-governance supervision mode covering the whole subject and the whole process in online shopping transactions.This not only expands the application scope of the social co-governance theory,but also provides a new research perspective and ideas for the quality supervision of online shopping products.(2)Extend the study of the relationship between a single subject or two subjects in the process of online shopping product quality supervision to the study of multi-subject relationship.Most of the existing literatures only select one or two of the government quality supervision departments,online shopping platforms,and online sellers to study,which have certain limitations.Based on the idea of social co-governance,this paper fully considers the roles and functions of the participating entities in the process of online shopping transactions,by comprehensively using various game theory methods such as static games,dynamic games and evolutionary games,multiple participants including government quality supervision departments,online shopping platform,online sellers,consumers,third-party organizations and media are put into the same analytical framework for systematic research.By constructing the supervisory game model among the relevant participants,the key factors affecting the decision-making behavior of each participant are clarified,and the role and operation mechanism among the participants in the process of supervision are revealed,which provides an analytical framework and research ideas for multi-agent participation in online shopping product quality supervision.(3)By constructing a system dynamics simulation model of online shopping product quality supervision,it provides a basis for the institutional setting of the proportion of rewards and punishments in the online shopping product quality supervision system.Based on the supervisory game model among the participants,this paper uses the system dynamics method to put all the participants in the same model for systematic analysis,and finds that when the reward intensity in the model is twice as strong as the punishment intensity,the expected returns of all participants in the shopping market will not be lost and most of them will be profitable.This provides specific quality control suggestions and guidance for the government quality supervision departments and online shopping platforms.