网购食品质量安全信号传递的博弈分析

发布时间：2018-01-06 14:11

本文关键词：网购食品质量安全信号传递的博弈分析　出处：《农业技术经济》2017年09期 　论文类型：期刊论文

【摘要】：网购环境存在着较传统市场环境下更为严重的食品安全信息不对称,由此导致的逆向选择问题更加突出。本文通过构建网购市场中食品质量安全信号传递博弈模型,分析网络食品卖家与消费者之间的信号传递博弈过程和均衡条件,并结合消费者问卷调查的结果探讨了网购市场中16个不同质量安全信号的有效性。研究结果表明:有效的质量信号传递机制能够实现优质食品和劣质食品的分离,提高劣质食品卖家传递质量信号的成本、增大劣质食品被发现的概率、加大对消费者损失的补偿和处罚力度,有利于促进分离均衡的实现。最后基于研究结论提出了相应的对策建议。
[Abstract]:There is a traditional online shopping environment market environment for food safety more serious information asymmetry, adverse selection resulting problems become more prominent. This paper constructs a game model of food quality and safety of the online shopping market in signal transfer, the transfer process of game and equilibrium conditions of signal analysis of food network between sellers and consumers, combined with the questionnaire the paper discusses the effectiveness of 16 different quality signal online shopping market. The results show that the quality of the effective signal transmission mechanism can realize the separation of food quality and poor food, improve the quality of signal transmission of poor food sellers cost, increases the probability of poor food was found to increase the loss of consumer, compensation and punishment. Is conducive to the promotion of separating equilibrium is achieved. Finally, the corresponding countermeasures and suggestions were put forward based on the conclusion of the study.

【作者单位】：安徽理工大学经济与管理学院;
【基金】：国家自然科学基金项目“网购食品供应链中网络交易平台质量安全控制行为及其动力机制研究”(编号:71503002) 安徽省自然科学基金项目“基于供应链协同的食品安全风险控制机制研究”(编号:1608085QG164) 安徽省高校人文社会科学研究重点项目“信息不对称视角下食品安全风险的形成机理与防控机制研究”(编号:SK2014A232)
【分类号】：F203;F224.32;F724.6
【正文快照】： 一、引言近几年,随着网络经济的快速发展和人们生活水平的不断提高,食品消费的便利性、快捷性需求日益提升,电子商务正逐步成为食品市场新的增长点,以其低成本、高效率、无地域界限等优势,为食品流通行业发展带来了新的契机。在食品网购发展如火如荼的同时,也带来了更多的食

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