Research On Commodity Quality Governance Game Of Platform Economy From The Perspective Of Collaborative Governance

With the rapid development of media information technology and network economy,the new economic form represented by the platform economy has been fully and deeply integrated into all aspects of people’s production and life,and its status and role in the overall economic and social development has become increasingly prominent.However,the platform economy is based on the characteristics of virtuality and concealment of Internet exchanges,which intensifies the information asymmetry of commodity shopping.In addition,the government supervision is weak in the process of platform commodity shopping,and the management of platform enterprises is contradictory with the development goals.Low willingness and problems such as consumer complaints and accountability have led to frequent incidents of illegal sales of commodity quality in the platform economy.For a long time,it has not only disrupted the normal trading order of the market,but also seriously damaged the rights and interests of consumers,easily triggering the "lemon market" of adverse selection,and reducing the overall welfare of society.Commodity quality governance in the platform economy is a complex systematic project,involving many subjects and complex interactions.Aiming at the practical bottleneck problems such as the low effectiveness of platform economic commodity quality governance and the insufficient willingness of relevant subjects to govern,this paper first uses the theory of information asymmetry to expound the causes of the platform economic commodity quality problem,and uses the stakeholder theory to screen out the platform economic commodity quality governance.The main stakeholders,through collaborative governance theory and evolutionary game theory,constructed an evolutionary game model of platform economy commodity quality governance that considers consumer feedback and multi-agent collaboration,explored the key driving factors affecting the choice of agents’ strategies,and finally analyzed the evolutionary trajectory of the game model.Suggestions and countermeasures for the quality control of platform economy commodities are put forward.The results of the study are as follows.(1)The supervision cost of government regulatory departments and the management cost of platform enterprises are one of the important factors affecting their decision-making.The government should take the lead and work with platforms,consumers,new media and other entities to jointly improve the quality and safety co-governance system of "government responsibility,platform responsibility performance,consumer participation,market regulation,and technological support",and create a security network for co-construction,co-governance and sharing.consumption environment.(2)The reason why platform sellers dare to operate illegally has an important relationship with insufficient punishment,low illegal cost,and inadequate supervision of various entities.Increasing consumers’ awareness of rights protection and their ability to discriminate is also an effective measure to manage the quality of products in the platform economy.(3)Since there is a j oint interest relationship between the host who brings the goods and the platform merchants,the higher the negative impact on the platform merchants through reporting and other measures after the host discovers a product problem,the more the host is inclined to loosely select products.Improving relevant laws and regulations to clarify the role and behavior relationship and related responsibilities and obligations of the anchors with goods is an important measure to give play to the ability of anchors to control the quality of goods.(4)Both the high cost of accountability and the low benefit of accountability seriously restrict the enthusiasm of consumers to participate in the coordinated and co-governance of the quality of goods in the platform economy.Improving consumer feedback channels and actively protecting the legitimate rights and interests of consumers are the key to improving the platform economy.Necessary measures for the commodity quality management system.(5)The fairness of the new media reports will directly affect the decision-making evolution trajectory of the game subject.The new media platform that reports impartially is not only a powerful tool for consumers to obtain commodity information before shopping,but also an effective means for consumers to protect their rights and hold them accountable in the new era.