基于电商价值链的农户绿色生产行为演化博弈

Evolutionary Game Analysis of Farmers'Green Production Behavior from the Perspective of the E-Commerce Value Chain

为缓解农户绿色生产转型动力不足的困境,构建地方政府、涉农电商平台、农户的三方演化博弈模型,揭示地方政府通过行政命令及财政补贴作用于涉农电商平台,进而激励涉农电商平台发挥其在绿色农产品电商价值链中的核心地位,通过使农户分享电商价值链带来的绿色溢价收益,倒逼农户绿色生产转型的多方协同内在机理,以及上述多方协同状态成为演化稳定均衡的条件。研究结果表明:地方政府、涉农电商平台、农户的策略选择与其成本收益比相关。三方主体收益满足一定条件时,系统将演化稳定于(政府规制,电商平台主导,农户绿色生产)这一理想状态。

To alleviate the dilemma of farmers'lack of motivation for green production transformation,this paper constructs a tripartite evolutionary game model of local government,e-commerce platforms related to agriculture,and farmers.It reveals the effect of local government on encouraging agricultural e-commerce platforms through administrative orders and financial subsidies,and the internal mechanism of agricultural e-commerce platforms playing core roles in the agricultural supply chain to force farmers'green production transformation by sharing the value chain green premium income with farmers;at the same time,the condition of cooperative govern-ance becoming a stable evolutionary equilibrium is solved.When the benefits of three-party game players meet certain conditions,the system will evolve and stabilize in an ideal equilibrium state(governments regulating,e-commerce platforms leading,farmers choosing green production).