Abstract: On the basis of considering the farmer's adulteration behavior and e-commerce sampling test mechanism, a decision-making model of fresh e-commerce supply chain in two sales models of self-operated and platform is established by game theory, and the study comparesthe optimal decision of the parties before and after the sample detection of the e-commerce company and its expectations in different sales models. The study finds that: (1)the sample detection of e-commerce companies reduces the proportion of farmer's adulteration and improves the quality of online sales, but it does not necessarily increase the income of the companies and farmers; (2)regardless of the self-operated mode or platform mode, consumers' trace compensation and the severity of e-commerce enterprises play a role of suppression of farmers adulteration behavior; (3)when farmers sell shoddy products, the cost of sampling, internal and external punishment, credit losses, and platform usage fees will affect the selection of e-commerce companies and farmers on sales models.

Key words: fresh products, adulteration behavior, platform mode, self-operated mode, sales mode selection

摘要： 考虑农户“以次充好”行为和电商企业抽样检测机制的基础上,运用博弈理论分别建立自营和平台两种销售模式下生鲜电商供应链的决策模型,对比研究了不同销售模式下电商企业抽样检测前后各方的最优决策及其期望收益。研究发现:(1)虽然电商企业的抽样检测将会降低农户“以次充好”的比例,提升在线销售生鲜品的品质,但却不一定带来自身和农户的收益增加;(2)无论自营模式还是平台模式,消费者的追溯赔偿和电商企业的严惩措施都会对农户“以次充好”行为起到抑制作用;(3)当农户存在“以次充好”行为时,抽检费用、内外部惩罚、信誉损失以及平台使用费等因素都将影响电商企业和农户对销售模式的选择。

关键词: 生鲜产品, “以次充好”, 平台模式, 自营模式, 销售模式的选择