农产品电商平台服务质量的演化博弈分析

Evolutionary Game Analysis of Service Quality of E-Commerce Platform for Agricultural Product

随着农产品电商市场的不断完善,电商平台之间的竞争不仅是价格战,更是服务战。为揭示农产品电商平台服务质量提升的内在机理,运用演化博弈模型探讨了顾客在平台上初次和多次购买行为的演化路径。研究结果表明,初次购买时,高服务质量的电商平台更受青睐;多次购买时,演化均衡策略为电商平台保持高服务质量,顾客选择重购,但当顾客转换成本过高时,也会出现低满意和高粘性共存结果。

With the on-going improvement of the agricultural products e-commerce market, the competition between e-commerce platforms is not merely displayed as a fighting on price but also on service. In order to disclose the internal mechanism towards the promotion of service quality of e-commerce platform for agricultural products, an evolutionary game model is employed to explore the behavioral evolution path of both customers and platform in case of initial as well as repetitive purchase. It is concluded that the e-commerce platform with high quality of service is more probably accepted in case of initial purchase;while referred to a repetitive purchase, the evolutionary equilibrium strategy is that e-commerce platforms select maintaining high level service quality and customers choose repurchasing. However, regarding an over high customer switching cost, the coexisting of low satisfaction and high stickiness would occur.