关键词: 直播供应链, 农产品运输, 物流时效, 演化博弈

Abstract: Aiming at the problems of untimely arrival of fresh agricultural products and low purchase intention of consumers in the supply chain of agricultural products in the context of live e-commerce, a tripartite evolutionary game model is constructed for e-commerce platforms, logistics enterprises and consumers to analyse the game behaviours and evolutionary stabilisation strategies of each party. According to the two scenarios of poor timeliness and good timeliness of logistics enterprises in the market, numerical simulation is carried out by using MATLAB software to explore the key factors affecting the evolution trend of the dynamic system and the evolutionary stability strategy under different levels of anchoring efforts. It is found that: the changes of platform deposit and logistics expectation satisfaction value affect the strategy choices of logistics enterprises and consumers when logistics timeliness is poor; the anchor commission ratio and platform value-added service input are negatively correlated with the probability of the e-commerce platform choosing to operate efficiently when logistics timeliness is good; and the reduction of value-added services for consumers is conducive to the long-term development of the platform and the reduction of costs and increase of efficiency. The results of the study provide recommendations for agricultural supply chains in the context of live e-commerce operations.

Key words: direct supply chain, agricultural product transport, logistics timeliness, evolutionary game