网购食品质量绩效影响因素与演化博弈分析

发布时间：2018-04-12 09:03

本文选题：网购食品 + 质量绩效　；参考：《江苏科技大学》2017年硕士论文

【摘要】：随着经济和科技的不断发展,网购食品已经成为一种潮流。传统的食品行业与互联网相结合,使食品行业在电子商务平台占据广阔的发展空间。如今,网购食品交易已经成为中国食品行业销售的主要部分,消费者足不出户就可以买到所需的食品。但是,网购食品给消费者带来便利的同时也存在着众多问题。网购交易中的虚拟性、不确定性和信息不对称等特点,导致网购食品质量问题经常发生。长期以来,我国网购食品质量一直是政府和人们关心的重要问题。食品安全的影响因素是多方面的,它存在于食品供应链的各个环节。食品供应链链条越长、环节越多,就越有可能出现食品安全问题。结合网购供应链的特点,影响网购食品质量的因素更为复杂。通过研究发现现有对网购食品质量的研究多以理论为主,且多数集中在对顾客网上购买意愿及忠诚度的分析,对网购食品质量绩效及监管研究较少。因此,本文从网购平台视角出发,在探讨网购食品质量绩效影响因素的基础上对要素流中的物流服务质量和信息共享质量进行演化博弈分析,具体内容包括:首先,引入关系质量研究影响网购食品质量绩效的因素,构建了关系质量、物流服务质量、信息共享、供应商质量管理和质量绩效的影响模型。以145家网店食品商家为研究对象,通过实证分析发现,物流服务质量、信息共享和供应商质量管理对质量绩效具有正向影响。同时,关系质量不仅可以通过信息共享、物流服务质量和供应商质量管理对质量绩效产生作用,还可以通过信息共享和物流服务质量、信息共享和供应商质量管理对质量绩效发挥间接作用。其次,本文从动态演化视角对影响网购食品质量绩效中的两个要素流即信息流和物流进行研究,分别建立信息共享质量和物流服务质量的演化博弈模型。通过复制动态方程以及趋势动态相位图,分析网购供应链各主体的演化博弈策略,并运用数值实验和Matlab仿真验证模型的有效性。本文将食品质量研究从传统供应链扩展到网购供应链,研究网购食品的质量绩效影响因素和信息流、物流的质量监督演化博弈问题。一方面,为网购食品质量的提升提供了一个新的视角,奠定了相关学者研究网购食品质量的理论基础。另一方面,为网购平台对商家的食品质量监管提供参考,有利于提高网购食品质量,降低消费者对网购食品质量的担忧,为消费者提供一个安全可靠的网购食品交易环境,增强消费者的网购食品的购买力,促进网购食品行业的健康发展。
[Abstract]:With the development of economy and technology, online food shopping has become a trend.The combination of traditional food industry and internet makes food industry occupy wide development space in e-commerce platform.Online shopping has become a major part of Chinese food sales and consumers can buy the food they need without leaving home.However, online food to bring convenience to consumers at the same time there are many problems.The characteristics of fictitious, uncertain and information asymmetry in online shopping transactions often lead to food quality problems.For a long time, the quality of food purchased online has been an important issue concerned by the government and people.There are many factors affecting food safety, which exist in all aspects of food supply chain.The longer the food supply chain, the more links, the more likely food safety problems.Combined with the characteristics of online shopping supply chain, the factors affecting food quality are more complex.It is found that most of the existing researches on online food quality are mainly theoretical, and most of them focus on the analysis of customers' willingness and loyalty to purchase online, but there are few researches on the performance and supervision of online food quality.Therefore, from the perspective of online shopping platform, this paper analyzes the evolution game of logistics service quality and information sharing quality in the factor flow based on the discussion of the factors affecting the performance of online food quality. The specific contents include: first,This paper introduces the relationship quality to study the factors that affect the quality performance of online food shopping, and constructs the influence model of relationship quality, logistics service quality, information sharing, supplier quality management and quality performance.Based on the empirical analysis of 145 online food stores, it is found that logistics service quality, information sharing and supplier quality management have a positive impact on quality performance.At the same time, the relationship quality can not only affect the quality performance through information sharing, logistics service quality and supplier quality management, but also through information sharing and logistics service quality.Information sharing and supplier quality management play an indirect role in quality performance.Secondly, from the perspective of dynamic evolution, this paper studies the information flow and logistics that affect the performance of online food quality, and establishes the evolutionary game model of information sharing quality and logistics service quality respectively.By copying the dynamic equation and trend dynamic phase diagram, the evolutionary game strategy of each agent in the supply chain is analyzed, and the validity of the model is verified by numerical experiments and Matlab simulation.In this paper, the research of food quality is extended from traditional supply chain to online purchase supply chain, and the influencing factors of quality performance and information flow of online food are studied, and the evolution game of quality supervision of logistics is studied.On the one hand, it provides a new perspective for the promotion of online food quality, and lays a theoretical foundation for the research of online food quality.On the other hand, it provides a reference for the online shopping platform to regulate the food quality of merchants, which is conducive to improving the quality of food purchased online, reducing consumers' worries about the quality of food purchased online, and providing consumers with a safe and reliable online food trading environment.Enhance consumer purchasing power of online food, promote the healthy development of online food industry.
【学位授予单位】：江苏科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F426.82;F273.2

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