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요약정보
社区团购模式下平台、供货商与消费者之间的博弈分析
Resource Type
Academic Journal
Authors
万君
;
孙晓晴
Source
新媒体研究 / New Media Research
. 9(18):59-67
Subject
社区团购
商品质量
交易主体
信息不对称
博弈论
美团优选
Language
Chinese
ISSN
2096-0360
Online Access
Find it @ DONGA
초록
为探究社区团购模式下线上交易过程中商品质量、平台监督及消费者决策之间的影响机制.以美团优选平台为例,采用博弈论理论方法,从团购过程三大交易主体的行为决策出发,构建美团优选平台、供货商和消费者之间的三方博弈模型,分析社区团购背景下线上交易中不同参与主体的行为及其相互之间的影响,探究影响团购商品质量问题的因素.研究认为,线上交易中任一主体采取的行为策略都可能影响其他交易主体的决策行动,搭建合理的平台监督体系并完善监督制度,协调各主体间利益关系,建立平稳运行机制,是保证线上团购模式长久发展的重要条件.最后根据研究结果分别对交易主体美团优选平台、供货商、消费者以及政府方面提出相应建议.
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