考虑风险规避和质量不信任的共享平台区块链技术引入时机

doi:10.16381/j.cnki.issn1003-207x.2022.1977

摘要/Abstract

摘要：

在共享平台上进行交易时，由于信息不对称现象的存在，消费者可能会对产品损耗状况产生怀疑态度，从而引发风险规避行为和对产品质量的不信任感。为应对这种情况，共享平台有必要引入区块链技术，通过追踪并收集共享产品的使用信息，实现共享产品实时损耗信息的透明化、可追踪化。本文结合双边市场理论构建了一个连接供需双边的竞争性共享平台动态博弈模型，分析并比较了在不同质量信息披露程度下共享平台动态定价和最优利润。并利用数值仿真实验讨论了平台引入区块链技术的具体时机。研究结果表明：（1）当风险规避程度较低的消费者通过平台区块链获得有关共享产品质量的正向信息时，共享平台对其服务交易费用的定价随着披露的共享产品质量信息精确度的提高而提高。（2）当平台区块链披露的产品质量信息精确度较低时，信息质量权重较高的共享平台仍可凭借用户对平台的信任提高对消费者的定价。（3）当区块链技术引入成本较低，消费者对产品质量感知精确度较高的情形下，共享平台披露产品质量信息有利于形成双赢局面。

关键词: 共享平台, 质量不信任, 风险规避, 区块链技术, Hotelling模型

Abstract:

Consumers may be skeptical of the loss of shared products during transactions， generating risk aversion and quality mistrust. To cope with this situation， the blockchain technology needs to be adopted in the sharing platform to track and collect the usage information of the shared products， so as to realize the transparency and traceability of real-time loss information of shared products. In this paper， a dynamic game model of a competitive sharing platform connecting supply and demand sides is constructed by combining bilateral market theory. In this system， consumers are risk-averse， and the two sharing platforms charge platform service fees $w i, p i$ from both supply and demand sides through supply and demand matching， information transfer and other services. Supply and demand sides choose an ideal sharing platform to complete product service transactions based on risk-averse attitudes and other horizontal differentiation factors. In the actual transaction process， users on the supply side pay costs $f i$ for providing services on the platform $i$ ， including costs for product services and product maintenance， etc. Demand-side users have perceived uncertainty about the quality of shared products because they do not know the usage history and life cycle of shared products. Without the introduction of blockchain technology in the platform， the users on the demand side have no access to information about the quality of the shared products due to the lack of disclosure of information about the use of the shared products， so all decisions are made based on expectations. However， the implementation of blockchain in the platform makes the information transparent and traceable by tracking and recording the information on the loss of shared products. As a result， the utility obtained by all users can be updated based on unbiased estimates of randomly obtained quality information. The dynamic pricing and optimal profit of the platform under different scenarios whether blockchain technology is adopted or not are analyzed and compared. The specific timing of introducing blockchain technology to the platform is also discussed using numerical simulations.Results show that：（1） While risk averse consumers get positive information about product quality through the platform blockchain， the pricing of transaction fees for their services by the sharing platform increases with the accuracy of the disclosed product quality information.（2） While the accuracy of product quality information disclosed by the platform blockchain is low， the sharing platform with higher information quality weight can still improve its pricing to consumers based on users' trust in the platform. （3） There are opportunities to create a win-win situation for sharing platforms to disclose product quality information when blockchain technology is introduced at a lower cost and consumers have a higher perceived accuracy of product quality.

Key words: sharing platform, quality distrust, risk aversion, blockchain technology, hotelling model

中图分类号:

F272.3

郭丽彬, 郭响甜, 李健. 考虑风险规避和质量不信任的共享平台区块链技术引入时机[J]. 中国管理科学, 2024, 32(12): 215-224.

Libin Guo, Xiangtian Guo, Jian Li. Timing of Blockchain Adoption in Sharing Platform Considering Consumer Risk-aversion and Quality Distrust[J]. Chinese Journal of Management Science, 2024, 32(12): 215-224.

图/表 6

表1

模型参数设置与说明"

参数	定义
$t$	转换成本
$α$	交叉外部网络系数强度， $α ∈ 0,1$
$ρ$	风险规避程度， $ρ ∈ 0,1$
$i$	共享平台， $i ∈ A, B$
$θ$	成本优势， $θ ∈ 0,1$
$σ i 2$	共享产品质量方差
$k$	双边用户， $k ∈ S, D$
	S供给端用户；D需求端用户
$h$	区块链技术引入策略， $h ∈ N, Y$ ，N不引入；Y引入
$w i h$	共享平台对供给端用户的定价
$p i h$	共享平台对需求端用户的定价

表1

图1

图2

图3

图4

图5

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