考虑货损风险的外卖平台成本分摊机制设计

    Designing the Cost-sharing Mechanism for Food Delivery Platforms Considering Food Delivery Loss Risks

    • 摘要: 针对外卖配送过程中的货损风险,构建外卖平台与配送员货损成本分摊模型,以提高用户满意度并激发配送员的配送积极性。采用博弈论分析外卖配送市场多主体博弈关系,明确外卖员与外卖平台间的风险作用机理,并通过逆向归纳法得到两主体间最优成本分摊比例、配送员效用、平台利润及总效用等均衡结果。结果表明,外卖平台通过适度承担部分风险成本,可有效激励配送员提升履约积极性,进而提高系统整体服务效率和总效用。进一步研究发现,货损成本分摊模型结果还受到配送员效用权重、外部风险等级、风险敏感性参数、配送时段与货物属性等因素影响,当面临高风险或高不确定性的履约场景时,平台应承担较多的风险成本以避免影响配送员的配送积极性;当面临中低风险场景时,平台可适度将风险转移给配送员以形成正向共赢的风险分担机制。

       

      Abstract: This study proposes a cost-sharing model concerning the risk cost sharing between the food delivery platform and the delivery men to tackle the food delivery loss risk, which is aimed at improving user satisfaction and stimulating the enthusiasm of delivery men. To make it clear about the risk mechanism between the food delivery platform and the delivery men, this study deploys game theory to analyze the multi-agent relationship in the market. The backward induce method is then utilized to derive the equilibrium results in terms of the optimal cost-sharing ratio, the utility of the delivery man, the profit of the food delivery platform, and total utilities. Results show that the food delivery platform can efficiently stimulate the enthusiasm of delivery men and improve the total utilities by appropriately sharing the costs related to food delivery loss risks. Furthermore, this study also finds that the results are affected by several key parameters, including the weight of the utility of the delivery man, the external risk level, the risk sensitivity parameter, the delivery time, and the product attribute. When facing high-risk or high-uncertainty scenarios, the food delivery platform is encouraged to bear more risk costs to avoid reducing the enthusiasm of delivery men. When facing middle-risk or low-risk scenarios, the platform can appropriately transfer some risk costs to formulate a win-win risk-sharing mechanism.

       

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