| Online shopping has become a new growth point of Chinese economy.By December 2017,the scale of transactions in the online shopping market has exceeded 7.17 trillions,accounting for 19.6% of the retail sales of consumer goods.At the same time,online shopping has the convenient and quick?never leave home?do not need to wait?low price and a rich variety of products,which is favored by contemporary young people.By December 2018,the size of online shopping users reached 610 millions,up 14.4% from last year.However,with the rapid development of online shopping,it has also exposed some industry pains that cannot be ignored,such as uneven quality of goods,dishonest management of businesses and so on,reduce the shopping experience of consumer,and even hinders the healthy development of the online shopping market.Therefore,it is more and more urgent to provide qualified goods for online consumers,and promote the healthy development of online shopping market.In this paper,the game model of e-commerce platform and online merchant is constructed,and the influencing factors of quality control behavior and online merchant production behavior of e-commerce platform are explored by using literature analysis,classical game theory,platform economics and other research methods.And the role of the government in the governance of the online shopping market,committed to answering the following questions: in a single cycle,the quality control of ecommerce platform is willing to be affected by which market factors? When the online business does not operate in good faith,the e-commerce platform actively supervises,how does the online shopping market change? When the ecommerce platform chooses the discriminant pricing,how does the online merchant production behavior change? In the multi-cycle situation,what market factors are affected by the regulatory behavior of e-commerce platform and the production behavior of online merchants? In the online shopping market governance,what role should the government play? The conclusions of this paper are as follows:(1)The proportion of full rational consumers and supervision cost coefficient jointly influence the supervision intention of e-commerce platform.To meet certain market conditions,e-commerce platform voluntarily conducts quality supervision,online purchase market can achieve win-win.(2)The proportion of full rational consumers and external losses due to quality accidents jointly influence the production behavior of online merchant.To meet certain market conditions,with the increase of supervision intensity of e-commerce platform,online merchants ncrease their investment in dishonest management,and the problem of commodity quality in the online shopping market is aggravated.(3)The price discount coefficient of ecommerce platform and the quality cost coefficient of online merchants jointly influence the transition intention of low-quality merchant.To meet certain market conditions,with the increase of quality cost coefficient,the willingness of low quality merchants to transform becomes weak;with the increase of price discount coefficient,the incentive intensity of ecommerce platform increases,and the willingness of low quality merchants to transform becomes stronger.(4)The external loss caused by commodity quality accidents influence the supervision behavior of e-commerce platform and production behavior of online merchant.When the external loss of online merchant is low,no matter whether the e-commerce platform is actively supervised or negative,the merchant produces low-quality products;when the external loss of online merchant is medium,if the e-commerce platform actively supervises,the merchant produces high-quality products;If the ecommerce platform is negatively regulated,the merchant produces low-quality products;when the external loss of the online merchant is large,the merchant voluntarily produces high-quality products,but the ecommerce platform may have the free riding.(5)When the quality problem of online shopping occurs,the government needs to actively intervene in the governance of online shopping market.First of all,it verifies whether the ecommerce platform is actively supervised,then defines the responsible parties for commodity quality accidents,and finally formulates reasonable countermeasures to promote the healthy development of the online shopping market.The online shopping market is complex and changeable,and each decision-making body needs to make reasonable judgment and decision according to the market environment in which it is located.The e-commerce platform selects the appropriate commodity quality control measures based on the characteristics of the online shopping market;the online merchant adjusts the production behavior according to the market situation,the state of the enterprise itself,and the like,improves the loyalty of the existing consumers and increases the permeability of the potential consumers;The government set up more practical laws and regulations about the trading characteristics of the online shopping market.The above research conclusions can provide the decision-making reference for each decision-making body of the online shopping market,and provide the theoretical support for the policy development of the Internet retail industry. |
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