C2C二手电商平台的绿色补贴与诚信建设策略  

The green subsidy and integrity construction strategies for C2C second-hand e-commerce platforms

作　　者：徐凤敏[1] 卫丽君 曾燕[2,3] XU Feng-min;WEI Li-jun;ZENG Yan(School of Economics and Finance,Xi’an Jiaotong University,Xi’an 710061,China;Lingnan College,SunYat-sen University,Guangzhou 510275,China;Center for Financial Engineering and Risk Management,Sun Yat-sen University,Guangzhou 510275,China)

机构地区：[1]西安交通大学经济与金融学院,西安710061 [2]中山大学岭南学院,广州510275 [3]中山大学金融工程与风险管理研究中心,广州510275

出　　处：《管理科学学报》2024年第8期73-89,共17页Journal of Management Sciences in China

基　　金：国家自然科学基金资助项目(12471297,71991474,72371256);广东省自然科学基金卓越青年团队项目(2023B1515040001)。

摘　　要：本研究刻画了一个“平台主导型”的绿色补贴方案,构建了包含“买家、卖家、C2C二手电商平台”三方的序贯博弈模型,求解了C2C二手电商平台对交易者的最优绿色补贴策略与平台最优诚信建设努力水平,并分析了平台收费规则等参数对C2C二手电商平台最优决策与利润的影响.研究发现:1)如果二手电商平台收取比例成交费,为获取更多利润,平台应对买家进行绿色补贴;如果不收取比例成交费,平台将绿色补贴发放给买家或卖家对平台利润的影响相同;2)政府对二手电商平台的绿色激励存在一个可行区间,不宜过低或过高;平台收取比例成交费有利于发挥政府绿色激励的“杠杆”效果;3)在平台发放绿色补贴的情况下,比例成交费对平台诚信建设有促进效果,而固定成交费对平台诚信建设有抑制作用;当诚信建设成本系数降低时,二手电商平台应提升诚信建设努力水平.上述结论不仅为“双碳”目标下发挥平台功能、实现绿色消费外部性的内部化提供了借鉴,而且对信息中介型平台的诚信建设具有一定的参考价值.This paper proposes the“platform dominance”green subsidy and develops a sequential game model involving three players:the buyer,the seller,and the C2C second-hand e-commerce platform.It not only solves the optimal green subsidy strategy and the optimal level of integrity construction effort for C2C second-hand e-commerce platforms,but also analyzes how various factors,such as charging rules,influence the optimal decisions and profits.The results show that:1)If the C2C second-hand e-commerce platform imposes a proportional fee,it should provide green subsidies to buyers.If not,offering green subsidies to either buyers or sellers would have the same effect on platform profits;2)The government’s green incentives for C2C second-hand e-commerce platforms should fall within a feasible range,not too low or too high.Additionally,charging a proportional fee could generate the“leverage effect”of the government’s green incentive;3)When C2C second-hand e-commerce platforms provide green subsidies,imposing proportional fee could promote integrity construction,while charging fixed fee could inhibit integrity construction.If the cost coefficient of integrity construction decreases,the platform should intensify its integrity construction.These findings contribute to advancing the internalization of green consumption externality by platforms in the context of the“Carbon neutrality”.Additionally,they provide valuable practical insights for the integrity construction of information intermediary platforms.

关 键 词：C2C二手电商平台 绿色补贴 诚信建设 序贯博弈 信息中介 

分 类 号：F272.3[经济管理—企业管理]