Study On The Selection Of Online Sales Mode Considering The Quality Level Of Fresh Agricultural Products

With the rapid development of e-commerce,fresh products have also begun to "touch the net" through online platforms for sales.The domestic fresh e-commerce market has entered a rapid development stage,and e-commerce companies are frequently exposed to fresh online sales.The quality safety or inferior quality of agricultural products is mainly due to the difficulty in supervising the quality of fresh products sold online.There are often shoddy and asymmetric cost information behavior,which indirectly lead to conflicts of interest between e-commerce companies and producers.Therefore,based on the shoddy behavior、the sampling and testing mechanism of e-commerce enterprises,this paper uses game theory to establish the decision-making model of supply chain under the two sales modes of self-operated and platform,and compares whether the e-commerce enterprise should test and the optimal decision-making of all parties under different sales models and their expected benefits,and then on the basis of the production and preservation efforts of producers and e-commerce companies to influence the quality of fresh products,the decision-making model of e-commerce enterprises and producers under the two sales modes of self-operated and platform is also established.The decision-making model of e-commerce enterprises and producers under the two sales modes of self-employed and platform,and discusses the impact of asymmetry cost information of producers and the accuracy of detection on the optimal decision,expected return and sales selection mode for e-commerce enterprises and producersThrough research,it is found that:(1)When there are shoddy behaviors of producers,the sampling test of e-commerce enterprises will reduce the proportion of producers’ shoddy behavior and improve the quality of online sales of fresh products,but it does not necessarily bring the income of itself and producers increases;regardless of the self-employment model or the platform model,the retroactive compensation of consumers and the severe punishment measures of e-commerce enterprises will inhibit the behavior of farmers to shoddy;Sampling expenses,internal and external penalties,reputation loss and other factors will affect the choice of e-commerce companies and producers on sales models,but under certain conditions,e-commerce companies and producers all choose the platform(or self-operated)sales model.(2)When the cost information is asymmetry,the higher the accuracy of the detection of fresh products does not necessarily lead to an increase in the income of e-commerce companies or producers;the asymmetry of the production cost information of producers is not necessarily will damage the interests of e-commerce enterprises or producers.Especially when the e-commerce enterprise estimates that the expectation of the production cost coefficient of the producers is less than its true value,it will bring additional benefits to the e-commerce enterprises and producers;when the production cost information is symmetry,e-commerce enterprises and producers tend to choose the platform model.When production cost information is asymmetric,e-commerce enterprises also tend to choose the platform model,but producers may prefer to choose the self-operated model.