关键词: 网购供应链, 供应链协调, 消费者评论, 评论激励, 质量激励

Abstract: In order to organically combine comment incentives and quality incentives to achieve better supply chain coordination effects, the three-level online shopping supply chain composed of e-commerce platform, merchants and consumers is taken as the research object, and the method of Game Theory used to construct an online shopping supply chain coordination model considering the impact of consumer comments. Through the solution analysis of the model's optimal decision and numerical simulation, the coordination of online shopping supply chain is discussed under the implementation of review incentives or quality incentives alone and the implementation of these two incentives simultaneously, as well as different quality impact coefficients, different consumer reviews impact coefficients, and different consumer reviews costs. The result shows that the e-commerce platform can use review incentives and quality incentives to coordinate the online shopping supply chain while improving product quality and consumer willingness to write reviews. To this end, the e-commerce platform should set different degrees of review incentives and quality incentives for different value commodities, and the two incentives must cooperate to achieve the best coordination.

Key words: online shopping supply chain, supply chain coordination, consumer reviews, review incentives, quality incentives