双边努力情形下电子商务平台质量保证策略研究

Research on Quality Assurance Strategy of E-commerce Platform Considering Bilateral Effort

质量保证策略是提高电子商务平台竞争优势的重要手段之一。本文在考虑供应商和电商企业双边质量保证努力以及商品质量对需求函数的影响基础上,分别建立了平台型、自营型和综合型三种不同类型电子商务运营模式下商品的质量保证策略选择的博弈模型,比较分析三种运营模式下电商与供应商的最优质量努力水平和商品的最优质量,发现在忽略消费者对商品质量的异质性要求情形下,综合型模式优于自营型和平台型两种模式,平台型模式下电商企业的最优质量努力水平低于自营型模式,供应商的最优质量努力水平高于自营型模式,当供应商质量努力影响需求函数的作用系数比电商企业作用系数达到相应的阈值倍数,平台型模式优于自营型模式,且平台型模式下商品的最优质量高于自营型模式。最后比较分析了三种运营模式内部存在竞争情形,得出供应商的质量努力的影响系数大于电商企业且供应商的单归属比例满足一定条件时,平台型模式优于综合型模式,综合型模式优于自营型模式,内部竞争有利于平台型模式的发展。

In the electronic commerce, consumers are more difficult to perceive the product quality and trust the quality of online goods compared with the traditional business mode. Quality assurance strategy has become one of the important means to win the trust of consumers and improve the competitive advantage of the electronic commerce platform. Relatively few researchers analyze the problem of quality assurance deci- sion from the perspective of two-sided markets. So in this paper, the characteristics of three types of e- business platform modes, including platform mode, reseller mode and hybrid mode, are analyzed bilateral quality assurance efforts of supplier and electronic commerce enterprises as well as product quality impact on demand function are studied, and their quality assurance strategy game model is developed based on two-sided markets. Through comparing their results, it is showed that the hybrid mode is preferred both to reseller mode and platform mode, the optimal quality efforts of e-business enterprise under platform mode is lower than reseller modes, and the optimal quality efforts of supplies is higher than reseller modes. If suppliers~ moral hazard is more important than e-commerce enterprises~ moral hazard, the plat- form mode is better than the reseller mode, and the optimal quality under the platform mode is higher than reseller mode. Lastly, three operating modes are analyzed considering internal competitive. It is found that the platform mode is superior to the hybrid mode~ the hybrid mode is superior to the reseller mode if single homing percentage of suppliers and quality efforts satisfies some conditions, and internal competition is conducive to the development of the platform mode. The conclusions of this paper offer a theoretical reference for the quality management decision of e-commerce enterprises.