Abstract: Aiming at the quality problems of counterfeit and shoddy products in the online shopping supply chain, the online shopping supply chain consisting of three rational groups of e-commerce platform, platform sales enterprise and the consumer is considered. By constructing a mixed Nash equilibrium model of three-party game, the hybrid strategy Nash equilibrium solution is found. Furthermore, the influence of various factors on the behavior probability of related subjects in the online shopping supply chain is analyzed, and the expected returns of each subject are obtained. Finally, a numerical simulation analysis of the influencing factors of the model is carried out by using Matlab2017a software. The research results show that there is a mixed strategy Nash equilibrium in the online shopping supply chain quality game, and the behavioral probability of each subject is related to the factors such as punishment, forgery, inspection cost, income, platform registration fee, regret value, and happiness value. The penalty value and the platform registration fee of the e-commerce enterprise should be increased to the median interval. At the same time, the consumer should increase the regret value and the lucky value to the maximum value of the interval, so that the expected returns of each subject can reach the ideal state at the same time.

Key words: online shopping supply chain, quality control, three-party game, mixed strategy Nash equilibrium