农村电商平台参与者利益博弈及协同治理路径研究

• 作者： 张媛 ¹ 李佳琪 ²
• 作者单位：
  1.  西安邮电大学经济与管理学院

  2.  西安邮电大学数字经济研究院
• 发布时间：2024-10-17

摘要: 农村电商平台已成为推动农村和农业持续发展的新动能，但各参与者间必然会存在相关利益冲突，冲突的解决有助于农村电商平台形成多元互动的协同治理格局。本文识别农村电商平台参与者包括消费者、商家、平台所有者和政府等，辨析各参与者在利益冲突中的策略偏好，构建四方博弈模型，分析平台参与者的行为模式。本文在策略研究的基础上，以平台所有者、商家和政府为不同治理主体提出农村电商平台协同治理路径，以期平台能够达成多方共赢的良好发展局面。

Abstract: Rural e-commerce platforms have become a new driving force for promoting the sustainable development of rural areas and agriculture. However, confl icts of interest are inevitable among the various participants. Resolving these confl icts will help rural e-commerce platforms establish a diversifi ed and interactive collaborative governance framework. This paper identifi es rural e-commerce platform participants including consumers, merchants, platform owners, and the government, identifi es the strategic preferences of each participant in the confl ict of interest, constructs a four-way game model, and analyzes the behavioral patterns of platform participants. Based on strategic research, this paper proposes a collaborative governance pathway for rural e-commerce platforms by considering platform owners, merchants, and the government as different governance entities, with the aim of fostering a win-win development scenario for all parties involved.

• 分类： 应用经济学 >> 贸易经济
• 稿件状态： 已在期刊出版
期刊名称： 《中国商论》 2024年 第18期
• 引用： PSSXiv:202410.01460 (或此版本 PSSXiv:202410.01460V1)
  DOI:10.19699/j.cnki.issn2096-0298.2024.18.040
  CSTR:32012.36.PSSXiv.202410.01460
• 推荐引用方式： 张媛,李佳琪.农村电商平台参与者利益博弈及协同治理路径研究.中国商论,2024(18).[DOI:10.19699/j.cnki.issn2096-0298.2024.18.040] (点此复制)