Research On Network Equilibrium Model Of Supply Chain Network Based On The Behavior Of Consumers’

Nowadays, E-commerce enterprise promotions frequently to maximize interests, Which caused many problems, such as express overload, consumer complaint, tense relationship, etc. During E-commerce enterprise different sales model, Different consumer online shopping behavior will influence different market demand, different market will influence differently in the supply chain system. Therefore, it is necessary to obtain the online shopping supply chain network equilibrium conditions bsased on consumer demand under the circumstances of the E-commerce enterprise differently sales model.So it can improve the online shopping system supply chain effectively.Based on the research status of online shopping supply chain, consumer behavior and its influencing factors, network equilibrium model and its application, This paper research on network equilibrium model of supply chain network based on the behavior of consumers’ online shopping. The main research contents include:(1)Researching on the consumer online shopping behavior base on the relationship between consumer perceived value dimension and purchase intention. Then concluded the influencing factors of consumers’ online shopping behavior through empirical analysis. Conclusion shows that quality, service, price perception has a positive impact on purchase intention, risk perception has a negative impact on the purchase intention, the consumer purchase intention has a positive impact on the consumer purchase behavior.(2)Establishing the online shopping supply chain equilibrium model without consider ing consumer behavior.using the variational inequality method to establish the equilibrium model of supply chain network, which is composed of the manufacturing enterprise, the E-commerce enterprise, the logistics enterprise and the consumer. This is to lay the foundation for the expansion and comparative analysis of the following model.(3)Establishing the market demand function based on the commodities evaluation of consumers.then establish the network equilibrium model of supply chain network based on the behavior of consumers’ online shopping, Studied separately for the different sales model and using the variational inequality method to establish the equilibrium model of supply chain network, which is composed of the manufacturing enterprise, the E-commerce enterprise, the logistics enterprise and the consumer.(4)Giving numerical examples of the models, through comparring and analyzing the numerical examples and parameters to get the results,so it can provide a scientific reference for the members of the supply chain.The research results show: considering the consumer behavior of the market demand is less than the market demand without considering the consumer behavior, and the total profit of the online shopping supply chain system is also lower than it; Compared with promotion, the online shopping supply chain system without considering the consumer behavior profit is lower; Compared with the normal sales model, promotion get higher profit, and the online shopping supply chain can improve the system efficiency; With the decline in product prices, online shopping supply chain system’s profit decreases; with the decline of the logistics cost, online shopping supply chain system’s increase; E-commerce enterprise promotional price in a certain range, the online shopping supply chain system’s profit will higher than the normal sales model.Compared with previous studies. This paper considers consumers online shopping behavior’s influence of online shopping supply chain system equilibrium in advance; and get the equilibrium condition of online shopping supply chain system according to different E-commerce enterprise sales model, this is closer to today’s online shopping environment; at the same time it point out a new direction for further study on E-commerce supply chain network equilibrium.