質量保證策略是提高電子商務平臺競爭優勢的重要手段之一。本文在考慮供應商和電商企業雙邊質量保證努力以及商品質量對需求函數的影響基礎上,分別建立了平臺型、自營型和綜合型三種不同類型電子商務運營模式下商品的質量保證策略選擇的博弈模型,比較分析三種運營模式下電商與供應商的最優質量努力水平和商品的最優質量,發現在忽略消費者對商品質量的異質性要求情形下,綜合型模式優于自營型和平臺型兩種模式,平臺型模式下電商企業的最優質量努力水平低于自營型模式,供應商的最優質量努力水平高于自營型模式,當供應商質量努力影響需求函數的作用系數比電商企業作用系數達到相應的閾值倍數,平臺型模式優于自營型模式,且平臺型模式下商品的最優質量高于自營型模式。最后比較分析了三種運營模式內部存在競爭情形,得出供應商的質量努力的影響系數大于電商企業且供應商的單歸屬比例滿足一定條件時,平臺型模式優于綜合型模式,綜合型模式優于自營型模式,內部競爭有利于平臺型模式的發展。

In the electronic commerce,consumers are more difficult to perceive the product quality and trust the quality of online goods compared with the traditional business mode.Quality assurance strategy has become one of the important means to win the trust of consumers and improve the competitive advantage of the electronic commerce platform.Relatively few researchers analyze the problem of quality assurance decision from the perspective of two-sided markets.So in this paper,the characteristics of three types of ebusiness platform modes,including platform mode,reseller mode and hybrid mode,are analyzed bilateral quality assurance efforts of supplier and electronic commerce enterprises as well as product quality impact on demand function are studied,and their quality assurance strategy game model is developed based on two-sided markets.Through comparing their results,it is showed that the hybrid mode is preferred both to reseller mode and platform mode,the optimal quality efforts of e-business enterprise under platform mode is lower than reseller modes,and the optimal quality efforts of supplies is higher than reseller modes.If suppliers’ moral hazard is more important than e-commerce enterprises’ moral hazard,the platform mode is better than the reseller mode,and the optimal quality under the platform mode is higher than reseller mode.Lastly,three operating modes are analyzed considering internal competitive.It is found that the platform mode is superior to the hybrid mode;the hybrid mode is superior to the reseller mode if single homing percentage of suppliers and quality efforts satisfies some conditions,and internal competition is conducive to the development of the platform mode.The conclusions of this paper offer a theoretical reference for the quality management decision of e-commerce enterprises.