信息共享视角下个体农产品电商信息配置的演化博弈分析

Evolutionary game analysis of the information allocation of individual agricultural products e-commerce from the perspective of information sharing

为进一步探索个体对农产品电商信息配置的博弈关系以及提升整体信息收益的有效策略。从信息共享视角出发,立足于有限理性假设构建农产品“生产者与消费者”两位一体的演化博弈模型,进而探讨自由交易、平台监管、利益联结等3种情景下不同主体间的策略互动及其主要参数的影响作用,并根据相位图利用系统仿真模拟不同情景下模型均衡点的移动轨迹。研究发现:(1)利益联结情景比自由交易、平台监管等情景更能加速实现参与个体对农产品电商信息配置策略的稳定状态,提高社会整体信息收益;(2)减少劣质农产品误判率、降低优质信息加工成本、适当提升平台奖励额度及增强未来合作收益等措施,可以促使生产者积极发布优质信息、消费者有序使用信息,从而倒逼平台信息质量升级。

To further explore the correlation between individual information allocation and agricultural e-commerce,and to improve the effective strategies to enhance the overall information gain.From the perspective of information sharing,based on the assumption of bounded rationality,an evolutionary game model of“producer and consumer”two-in-one of agricultural products is constructed.The strategic interaction between different subjects and the influence of main parameters under the three scenarios of free trade,platform supervision and interest connection are discussed.According to the phase diagram,system simulation is used to simulate the moving trajectory of the model equilibrium point under different scenarios.The results show that:(1)The“interest connection”scenario can accelerate the realization of the stable state of the participating players'information allocation strategy for agricultural e-commerce and improve the overall information income of the society more than the“free trade”and“platform supervision”scenarios.(2)Measures such as reducing the misjudgment rate of inferior agricultural products,reducing the cost of high-quality information processing,appropriately increasing the amount of platform rewards,and enhancing future cooperation benefits can encourage producers to actively release high-quality information and consumers to use information in an orderly manner,thus forcing the platform to upgrade information quality.