网购平台企业间的双边用户竞争对其产品质量监控力度的影响研究

Research of the Influence That Bilateral User Competition between Online Shopping Platform Enterprises on Their Product Quality Control

当前我国网购产品的质量问题颇受诟病,网购平台企业作为网购市场的关键主体,应承担网购产品质量监控的主要责任。笔者通过文献梳理发现,现有研究主要分析了网购平台企业对在线卖方的价格决策行为,尚未探讨平台企业对在线卖方产品质量的监控行为。笔者把网购平台企业之间对双边用户群体的竞争区分为竞争深度和竞争广度,在Hotelling模型基础上增加了质量监控决策变量;然后基于双边市场理论,分析了网购平台企业面临双边用户不同归属情境时,平台企业间的竞争深度和竞争广度对平台企业的网购产品质量监控力度的影响,为研究网购平台企业的产品质量监控行为提供了新视角。笔者认为在一定范围内增加平台企业间对在线消费者的竞争深度、降低平台企业间对在线卖方的竞争广度有助于提高网购平台企业对产品的质量监控力度。

The quality problem of online products is very popular in our country. As the key subject of online trading market,online shopping platform should bear the main responsibility of online product quality control. Through the literature review,we can find the scholars mainly study the price decision-making behavior of online shopping platform,has yet to discuss the quality control of behavior. This paper takes the quality integrity control behavior of online shopping platform as the research object,analyses the impact of two online shopping platform competition on quality integrity control behavior under different homing situations of two-sided users in two-sided markets. This paper divides the two-sided markets competition into the competition depth and the competition width. We increases the variables of quality control of the decision in the Hotelling model,and then analyze the influence that bilateral user competition between online shopping platform enterprises on their product quality control based on two-sided markets theory. This paper expands the research category of platform enterprise decision-making behavior,and provides a new perspective to research platform quality integrity monitoring. The research suggests that increasing competition depth between platform enterprises about online consumers or reducing competition width between platform enterprises about online sellers are helpful to improve strength of quality control that platform on online product quality.