考虑声誉效应的电商绿色供应链低碳转型激励机制研究

Research on the Incentive Mechanism for Low-Carbon Transition of E-Commerce Green Supply Chain Considering Reputation Effect

摘要: 针对电商绿色供应链低碳转型过程中存在的商家真实运营数据、物流环保实践平台可观测性不足导致的成员合作效率低下问题，本研究构建了基于声誉机制的电商平台–平台商家二级绿色供应链两阶段动态博弈模型，将数字化碳减排绩效纳入声誉机制中，深入分析了长期合作信号对平台商家低碳努力的激励作用。基于逆向求解与数值模拟的分析结果表明：声誉机制通过调整后期固定报酬传递长期合作信号，从而促使平台商家增加前期低碳技术投入。研究发现当数字化碳减排修正系数与贴现因子较大时，平台商家为实现电商绿色供应链低碳转型，其努力程度显著提升。若想取得供应链的帕累托最优，电商平台可以采取“先降后升”的激励策略。通过进一步的比较分析发现，动态激励模式较传统模式能有效提高绿色供应链长期收益、平台商家的努力及数字化碳减排效果，实现供应链帕累托改进并加速碳中和进程。最终研究表明声誉机制的有效性取决于平台商家议价能力与数字化碳减排激励强度间的动态平衡关系。

Abstract: In response to the inefficiency of members’ cooperation due to insufficient platform observability of merchants’ real operation data and logistics and environmental protection practices in the process of low-carbon transformation of e-commerce green supply chain, this study constructs a two-stage dynamic game model of e-commerce platform-platform merchants’ secondary green supply chain based on the reputational mechanism, incorporates the digitized carbon emission reduction performance into the reputational mechanism, and analyzes in depth the incentive role of long-term cooperation signals on the platform merchants’ low-carbon efforts. The incentive effect of the long-term cooperation signal on the low-carbon efforts of platform merchants is deeply analyzed. The results of the analysis based on inverse solution and numerical simulation show that the reputation mechanism conveys long-term cooperation signals by adjusting the fixed compensation at the later stage, which motivates the platform merchants to increase the low-carbon technology investment at the earlier stage. It is found that when the digitized carbon emission reduction correction factor and discount factor are large, the platform merchants’ efforts to realize the low-carbon transformation of the e-commerce green supply chain are significantly increased. In order to realize the Pareto optimization of the supply chain, e-commerce platforms can adopt the incentive strategy of “decrease first and then increase”. Through further comparative analysis, the dynamic incentive model is more effective than the traditional model in increasing the long-term benefits of the green supply chain, the efforts of the platform merchants, and the digital carbon emission reduction effect, thus realizing the Pareto improvement of the supply chain and accelerating the process of carbon neutrality. Finally, the study shows that the effectiveness of the reputation mechanism depends on the dynamic balance between the bargaining power of platform merchants and the strength of digital carbon reduction incentives.