直播带货供应链下食品质量监管四方演化博弈分析  

Four-party Evolutionary Game of Food Quality Supervision for Live-streaming E-commerce Supply Chain

作　　者：王建华 王可凡 WANG Jianhua;WANG Kefan(School of Business,Jiangnan University,Wuxi 214122,China)

机构地区：[1]江南大学商学院,江苏无锡214122

出　　处：《物流技术》2023年第8期85-92,112,共9页Logistics Technology

基　　金：国家社会科学基金资助重点项目“食品安全风险社会共治与跨界合作机制研究”(20&ZD117)。

摘　　要：直播带货供应链新业态下,进行食品质量监管是保障社会公众“舌尖上安全”的有效方式。考虑存在专业测评人员进行食品测评,构建政府、网络直播主播、直播平台和消费者四方演化博弈模型,分析各博弈主体策略选择的稳定性,利用MATLAB2016对关键影响因素进行仿真分析。研究发现:政府严格监管、鼓励人员测评、消费者验货的概率等,均可以降低主播宽松选品的概率;经济、声誉价值越高,网络直播主播和直播平台愈倾向于严格选品和验证后公开食品质量。In this paper,assuming there were professionals providing food evaluation services,we constructed a four-party evolutionary game model covering the government,live streamers,live-streaming platforms and consumers.Then,we analyzed the stability of the strategic choice of the parties,and had a simulation analysis of the key influencing factors using MATLAB 2016.The research showed that strict government supervision,professional evaluation and frequent consumer inspection could all reduce the probability of the live streamers loosening grip on product quality;and the higher the economic and reputational value,the more likely the live streamers and the livestreaming platforms to select products strictly and choose to disclose food quality after verification.

关 键 词：直播带货 供应链 食品质量监管 演化博弈 

分 类 号：F724.6[经济管理—产业经济] F274F426.82