直播电商供应链的质量控制与可追溯性研究——基于区块链视角的三方演化博弈分析

Quality Control and Traceability in Live Streaming E-Commerce Supply Chain—A Tripartite Evolutionary Game Analysis from a Blockchain Perspective

摘要: 直播电商供应链存在产品质量不稳定和可追溯性不高的问题。本研究构建电商平台、品牌商和消费者的三方演化博弈模型，探讨均衡策略的稳定性和参数的敏感性，并通过仿真分析验证了研究命题的可靠性和有效性，为直播电商供应链领域的决策者提供了决策参考，可作为保护品牌声誉、维护消费者权益，以及促进市场稳定和可持续增长的有力支持。研究表明：电商平台佣金过高会增强品牌商生产低质量产品的意愿，在消费者负面反馈过多时应主动选择区块链技术。品牌商的产品质量策略受成本、电商平台技术选择和消费者反馈影响，应根据成本和收益调整产品质量，建立良好品牌形象，积极化解消费者的负面反馈带来的不利影响。消费者产品质量感知影响其反馈策略，应提高维权意识并积极反馈，推动电商平台严格监管商品质量。在品牌商策略中引入自播和代播，并与电商平台、政府、消费者构建四方博弈进行分析，将是下一步研究的方向。

Abstract: The live e-commerce supply chain suffers from unstable product quality and low traceability. This study constructs a tripartite evolutionary game model of e-commerce platforms, brands and con-sumers, explores the stability of the equilibrium strategy and the sensitivity of the parameters, and verifies the reliability and validity of the research propositions through simulation analyses, which provides decision-making references to policymakers in the field of live e-commerce supply chain, and serves as a powerful support for protecting brand reputation, safeguarding consumer rights and interests, and promoting market stability and sustainable growth. The study shows that exces-sive commissions on e-commerce platforms enhance the willingness of brands to produce low-quality products, and that blockchain technology should be chosen proactively when there is too much negative consumer feedback. Brand owners’ product quality strategies are affected by costs, e-commerce platform technology choices, and consumer feedback, and they should adjust product quality according to costs and revenues, build a good brand image, and positively resolve the adverse effects of negative consumer feedback. Consumers’ perception of product quality affects their feedback strategy, and they should raise their awareness of rights protection and give positive feedback to push the e-commerce platform to strictly supervise the quality of goods. Introducing self-broadcasting and vicarious broadcasting in the brand’s strategy, and constructing a four-way game with e-commerce platforms, government and consumers for analysis will be the direction of the next research.