管理评论

管理评论 ›› 2023, Vol. 35 ›› Issue (6): 248-261.

• 组织与战略管理 • 上一篇    下一篇

社会化媒体环境下政府、企业与消费者的质量监管演化博弈

赵哲耘1,2, 靳琳琳3, 刘玉敏4, 刘莉5   

  1. 1. 郑州大学发展规划处, 郑州 450001;
    2. 郑州大学管理学院, 郑州 450001;
    3. 郑州航空工业管理学院商学院, 郑州 450001;
    4. 郑州大学商学院, 郑州 450001;
    5. 河南工业大学管理学院, 郑州 450001
  • 收稿日期:2021-07-27 发布日期:2023-07-27
  • 通讯作者: 靳琳琳(通讯作者),郑州航空工业管理学院商学院讲师,硕士生导师,博士。
  • 作者简介:赵哲耘,郑州大学发展规划处讲师,博士;刘玉敏,郑州大学商学院教授,博士;刘莉,河南工业大学管理学院讲师,博士。
  • 基金资助:
    河南省重点研发与推广专项（222102320401）；国家社会科学基金项目（20BTJ059）；国家自然科学基金项目（U1904211）。

The Evolutionary Game of Quality Regulation among Government, Enterprise and Consumer in the Social Media Environment

Zhao Zheyun1,2, Jin Linlin3, Liu Yumin4, Liu Li5   

  1. 1. Development and Planning Department, Zhengzhou University, Zhengzhou 450001;
    2. School of Management, Zhengzhou University, Zhengzhou 450001;
    3. School of Business, Zhengzhou University of Aeronautics, Zhengzhou 450001;
    4. Business School, Zhengzhou University, Zhengzhou 450001;
    5. School of Management, Henan University of Technology, Zhengzhou 450001
  • Received:2021-07-27 Published:2023-07-27

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摘要： 产品质量问题关乎国家形象、市场稳定和消费者权益，一直是社会各界广泛关注的热点问题之一。本文引入消费替代和协同效应因子，构建了社会化媒体环境下政府、企业和消费者产品质量监管三方演化博弈模型，通过稳定性分析与数值仿真探讨了社会化媒体环境下消费者举报对相关主体策略选择的影响机理。主要结论表明：不同消费替代水平下社会化媒体对企业行为的影响具有异质性；社会化媒体虽能够对政府监管工作形成监督与制约作用，但作用不具长期性；社会化媒体和政府行为都会影响消费者举报的积极性，但社会化媒体对消费者举报的激励程度随着政府监管力度的提高而减弱。最后，提出了社会化媒体环境下发挥产品质量监管多方协同作用的相关建议。

关键词: 产品质量, 消费替代, 社会化媒体, 演化博弈, 政府监管

Abstract: Product quality issue bears on national image, market stability, and consumer rights and interests, and has been one of the hot issues attracting wide concern from all walks of life. This paper introduces the consumption substitution cooperative effect factors, constructs a tripartite evolutionary game model of government, enterprises and consumers in the context of social media, and discusses the mechanism of how consumer complaints influence the strategy choice of relevant subjects by using stability analysis and numerical simulation. The main conclusions are as follows: the effects of social media on enterprise behavior are different at different degree of consumption substitution; social media is only able to supervise government regulation with short-term effectiveness. Both social media and government behavior can affect consumer complaints, but the incentive degree of social media to consumer complaints is weakened with the improvement of government supervision enthusiasm. Finally, based on the conclusion of game theory analysis, we suggest giving play to the multi-party cooperation in supervising product quality under the social media environment.

Key words: product quality, consumption substitution, social media, evolutionary game, government regulation