Research On Product Quality Of E-commerce Platforms From The Perspective Of Platform Competition And Consumer Finance

With the popularity of the Internet and the increase in the number of online shopping users,online platform sales have grown into a major distribution channel for manufacturers.At the same time,the competition between e-commerce platforms is becoming increasingly fierce,and the focus of competition is constantly upgrading,which has expanded from the commodity retail field to the financial service field.In the current era of consumption-driven economic growth,the study of consumer finance business of e-commerce platform is conducive to guiding the healthy development of e-commerce platform.First of all,this paper summarizes the previous literature on three dimensions of consumer finance,e-commerce platform and commodity quality.On the basis of theoretical analysis by Jianqiang Zhang et al.’s 2019 model,this paper constructed a Stackelberg game model with e-commerce platform as the main and manufacturer as the follower to describe the product sales process.Then this paper uses backward induction to solve the model,and finally draws the following conclusions:(1)When there is only one monopoly platform in the market,the manufacturer will determine the quality and price of the goods according to the platform’s percentage of its revenue.The higher the platform’s commission ratio,the lower the product quality.In addition,manufacturers will also choose the number of service consumers based on the heterogeneity of the market.When market heterogeneity is large,manufacturers will choose to serve a subset of consumers.When market heterogeneity is small,manufacturers serve all consumers in the market.(2)Compared with the monopoly platform sales model,when there are two competitive platforms in the market,the quality of goods produced by manufacturers is lower.At the same time,the prices of goods,the profits of manufacturers and the utility of consumers are lower.(3)When the platform can independently decide the amount of consumer financial services provided to consumers,there will be a critical value of data asset value parameter.When the value of data assets acquired by the platform for each consumer financial service provided is greater than this critical value,the platform is willing to provide consumer financial services to consumers.Otherwise,the platform will not provide consumer financial services.In addition,manufacturers produce better goods when the platform is able to make decisions about the amount of consumer finance services to be provided than when the platform is unable to do so.This paper focuses on the sales model of e-commerce platforms,and analyzes the quality of goods under the platform sales model from the perspectives of platform competition and consumer finance.The research of this paper enriches the theoretical system of the role and consequences of consumer finance to a certain extent.At the same time,this paper also has important guiding significance for the upgrading of consumption structure and the improvement of commodity quality.