网络外卖食品质量安全监管博弈研究

摘要：

随着网络外卖市场的快速发展，外卖食品质量安全问题逐渐成为全社会的关注焦点。本文构建了外卖平台与商家食品质量安全演化博弈模型，讨论了不同条件下系统的演化稳定策略，并运用Matlab软件进行了数据仿真分析，研究发现：政府监管能够有效促进网络外卖食品质量安全水平的提升，然而目前我国尚未建立起与网络外卖这一新业态相适应的食品质量安全监管机制，因此政府应在网络外卖食品安全监管中发挥更为积极的作用；口碑传播效应对于提升网络外卖食品质量安全水平具有重要作用，随着口碑传播效应的逐渐增强，将促进网络外卖食品质量安全向好发展。

Abstract:

With the rapid development of the online food delivery market, the quality and safety of online catering food has gradually become the focus of the whole society in China. This research constructs an evolutionary game model between the online food delivery platforms and sellers, then discusses the evolutionary stability strategy (ESS) of the system under different conditions, and finally carries out data simulation analysis using Matlab software. The research results show that government regulation can effectively improve the quality and safety of online catering food. However, China has not established the food quality and safety supervision mechanism suitable for the new online food delivery industry, so the government should play a more active role in the supervision of online catering food. Another important finding of this research is that word-of-mouth communication effect is also important to improve the quality and safety of online catering food. With the enhancement of word-of-mouth communication effect, the quality and safety of online catering food gradually evolves towards a good direction.

基金项目： 本文受国家自然科学基金面上项目“基于理性与感性视角的顾客契合行为机理研究”（项目编号：72072104），齐鲁工业大学（山东省科学院）人才科研项目（项目编号：2023RCKY289）资助。 

作者简介： 孙孝静，博士，齐鲁工业大学政法学院讲师，主要研究方向为质量管理。