共情效应影响下农产品电商供应链收益分配研究  

Profit Distribution of Agricultural Product E-Commerce Supply Chain Under the Influence of Empathy Effect

作　　者：石瑞丽 王小静 SHI Ruili;WANG Xiaojing(School of Economics and Finance,Chongqing University of Science and Technology,Chongqing 401331,China)

机构地区：[1]重庆科技大学经济与金融学院,重庆401331

出　　处：《物流科技》2025年第6期83-89,共7页Logistics Sci Tech

基　　金：重庆市教委科学技术研究资助项目(KJQN202301512);2023年重庆市教育委员会人文社会科学研究资助项目(23SKGH355);国家自然科学基金资助项目(71871150)。

摘　　要：文章基于农产品供应链中消费者、农产品企业和电商平台对农户的情感共情,构建了综合考虑理性偏好和情感偏好的共情效用函数,同时基于共情效用构建“农户+企业+电商平台”三级供应链决策模型,提出了“共情+公平熵”的收益分配方法,并通过数值仿真分析了共情对供应链收益的影响,验证了所提分配方法的有效性。研究发现,电商平台对农户的适度共情,有利于促进农户、平台自身,以及供应链整体利润的提升,但不利于农产品企业的收益;农产品企业的共情对供应链收益的影响不显著;当电商平台与农产品企业对农户共情较低时,“共情+公平熵”利润分配法更有利于农户增收。The paper constructs an empathy utility function that comprehensively considers rational preferences and emotional preferences based on the emotional empathy among consumers,agricultural enterprises,and e-commerce platforms towards farmers in the agricultural supply chain,and builds a three-level supply chain(SC)decision-making model of"farmers,enterprises and e-commerce platforms"according to empathy effect.It proposes a profit distribution method of"empathy and fair entropy",and analyzes the impact of empathy effect on SC profits through numerical simulation,and the effectiveness of the proposed allocation method.The results show that the moderate empathy of e-commerce platforms for farmers is conducive to improving the profit of farmers,platforms and the SC,but it is not favorable to the profits of agricultural product enterprises.The impact of empathy among agricultural product enterprises on the SC profits is insignificant.When the empathy of e-commerce platforms and agricultural product enterprises to farmers is low,the profit distribution method of"empathy and fair entropy"is more conductive to increasing the income of farmers.

关 键 词：农产品电商供应链 共情效用 公平熵 利润分配 

分 类 号：F274[经济管理—企业管理]