基于广告位分配的网购平台对在线卖方质量诚信激励研究

doi:10.16381/j.cnki.issn1003-207x.2019.0503

Abstract

Abstract: A significant growth of China’s online shopping marketis emergedin recent years. However, the quality of online shopping products is always criticized due to the virtual trading platform, the hidden identity of online merchants, the variety of transactions and lagging control technology though online shopping provides people more convenience. Multiple links in the online shopping supply chain are involved due to lack of quality integrity in online shopping, among them the online shopping platform, which plays the core component, and should bear the main responsibility for the quality management of online shopping products.Although merchants’ non-honest activities may be condoned by online shopping platforms, or collusion between platforms and merchants may be emerged.However,a credible online shopping market environment is needed which conduces the platform’s long-term benefits.Therefore,how online shopping platforms design corresponding mechanisms to motivate or restrict online sellers to increase quality integrity investment is studied, which is great practical significance.

Key words: online shopping supply chain; online shopping platform; online sellers; quality integrity; advertising space allocation

CLC Number:

F713.36

ZHAO Hong-xia, LI Hao, WANG Le. Study on the Quality Integrity Incentive of Online Platform to Online Seller Based on Advertising Space Allocation[J]. Chinese Journal of Management Science, 2022, 30(6): 188-199.

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Study on the Quality Integrity Incentive of Online Platform to Online Seller Based on Advertising Space Allocation

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