With the development of e-commerce, online shopping has become one of the most important consumer channels. However, the lack of government supervision, insufficient review of e-commerce platforms, illegal sales of online sellers and invalid consumer complaints have led to frequent green product quality problems during online shopping. Therefore, this paper considers that the online seller may be driven by interests, colluding with the e-commerce platform and selling low quality green product. At the same time, we introduce consumer feedback, and take the government supervision department, the online seller and the e-commerce platform as actors of the evolutionary game. In this paper, the evolutionary strategy choices of each actor were analyzed, and the influence of different factors on the evolutionary stability results was explored. Research indicates: firstly, consumer complaints play an indirect regulatory role for the online seller; secondly, the enhancement of the losssharing relationship between the online seller and the e-commerce platform can promote the legal operation of the two and prevent collusion; thirdly, the impact of consumer complaints on the choice of the e-commerce platform depends on the government supervision department's penalty for the e-commerce platform; finally, the e-commerce platform establishes a reasonable reward system, which can make up for the defects of the online seller using advanced technology to avoid punishment. Our paper uses Matlab 2017 for simulation analysis and provides effective advices on how to urge the government supervision department to effectively supervise, promote the e-commerce platform to enhance review, urge the online seller to legal sale, and encourage consumers to legally defend their rights.
Green consumption is an important foundation for achieving stable and long-term economic development goals. With the rapid development of e-commerce and people’s widespread attention to sustainability, more and more consumers purchase green products online. Therefore, we consider consumer feedback mechanisms including evaluation and complaint and construct an evolutionary game model of green product quality supervision with the participation of governmental supervision department, third-party e-commerce platform, online seller and consumer, which analyzes the four parties’ evolutionary stable strategies. To verify the theoretical results, we conduct a numerical simulation by Matlab 2020b. Moreover, we study the conditions that make evolutionary stable strategy combination exist based on Lyapunov’s First Method. And we find that when consumer chooses complaint, (0, 0, 1) is likely to become an only evolutionary stable strategy combination. At this time, the online seller chooses to provide high-quality green product, third-party e-commerce platform chooses not to strengthen inspection, and governmental supervision department chooses to strictly supervise. Conversely, when the consumer chooses no complaint, (1, 0, 0) and (0, 0, 1) may become an evolutionary stable strategy combination. At this time, the online seller cannot be stable in providing high-quality green product. What’s more, governmental supervision department increases the penalty, which can incentivize a third-party e-commerce platform to strengthen inspection. Third-party e-commerce platform increases the reward and can promote online seller to provide high-quality green product. On the one hand, this paper enriches the theoretical basis of online shopping green product quality supervision. On the other hand, compared with existing literature, it extends the main body of the evolutionary game to four paries and broadens the application scope of the game model. In addition, it has put forward feasible suggestions for the government supervision department to strengthen the quality supervision, and provided decision-making support for the third-party e-commerce platform to assume the responsibility of quality inspection.
Based on a three-stage stackelberg dynamic game analysis, this paper constructs a product quality control strategy model for three types of distribution channels (direct channel, retail channel and mixed channel) in a three-echelon supply chain, which is composed of one manufacturer, one retailer and the final customer. This paper studies how to design a distribution channel strategy and provides a product quality control strategy. Furthermore, this paper analyzes three types of distribution channels strategy in the context of how they influence a manufacturer's product quality decision and quality prevention strategy, a retailer's product pricing decision and quality inspection strategy, and the final customer's product demand decision. We compare the manufacturer's product quality level, quality prevention effort level, wholesale price, direct sale price and the retailer's quality inspection effort level, retail price in three types of distribution channels and determine the manufacturer's and retailer's expected profits function and the final customer's consumer surplus. In addition, we introduce the distribution channels demand elasticity ratio to analyze the influence of determining the product quality control strategy. Most importantly, we conduct a numerical sample analysis that will prove the model's effectiveness and indicate a specific application in practice.
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