电商供应链网络均衡直播模式研究——考虑产品溯源水平和消费者溯源偏好的影响  

Research on the Live-streaming Sales Model of E-commerce Supply Chain Network——Considering the Impact of Product Traceability Level and Consumer Traceability Preference

作　　者：廉晓晴 周岩 LIAN Xiao-qing;ZHOU Yan(School of Business,Qingdao University,Qingdao266061,China)

机构地区：[1]青岛大学商学院,青岛266061

出　　处：《青岛大学学报(自然科学版)》2024年第4期50-58,共9页Journal of Qingdao University(Natural Science Edition)

基　　金：国家自然科学基金(批准号:71901129)资助。

摘　　要：以多个主体构成的直播电商供应链网络为研究对象,以电商平台对产品质量信息引入溯源技术为研究主题,分别建立了自播和网红代播两种模式下的直播电商供应链网络均衡,探究产品溯源水平和消费者溯源偏好对企业利润和电商平台直播模式选择的影响。研究结果表明,增大产品溯源水平使电商平台利润先增加后减小;提高消费者溯源偏好会增加企业利润。不考虑消费者溯源偏好时,电商平台在产品溯源水平较低时选择自播模式所获利润较高,反之,选择网红代播模式所获利润较高;考虑消费者溯源偏好时,消费者溯源偏好未对电商平台的直播模式选择产生直接影响,但当消费者溯源偏好较高时,电商平台可以在相对更高的产品溯源水平区间内选择自播模式以获取较大利润。With the live e-commerce supply chain network composed of multiple subjects as the research object,the focus was on the theme of e-commerce platforms introducing traceability technology for product quality information.Separate equilibrium models were built considering both merchant live-streaming and influencer live-streaming modes.The aim was to explore the impact of product traceability level and consumer traceability preference on the profits of enterprises,and the choice of live-streaming sales mode by e-commerce platforms.The research results show that increasing the level of product traceability initially increases e-commerce platform profits but then reduces them.Enhancing the preference of consumers for traceability increases corporate profits.When consumer traceability preference is not considered,ecommerce platforms choose the merchant live-streaming mode for higher profits when the product traceability level is low.Conversely,they prefer the influencer live-streaming mode for higher profits when the product traceability level is high.However,when considering consumer traceability preference,it did not have a direct impact on the choice of live-streaming mode by e-commerce platforms.But when consumer traceability preference is high,e-commerce platforms can choose the merchant live-streaming mode in the interval of relatively higher product traceability level to obtain larger profits.

关 键 词：产品溯源 消费者溯源偏好 直播电商 供应链网络 

分 类 号：F274[经济管理—企业管理]