Journal of Retailing and Consumer Services最新文献_第2页

Unveiling the longitudinal influence of augmented reality cosmetic applications on female buying behavior: A cross-lagged panel model analysis 揭示增强现实化妆品应用对女性购买行为的纵向影响：一个交叉滞后面板模型分析

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-01-03 DOI: 10.1016/j.jretconser.2025.104711

Vivek Pant, Rajan Yadav, Mohit Beniwal

Augmented reality (AR) applications for cosmetics will likely change women's lives more than any other technology. While AR is being rapidly adopted, current studies on AR are almost exclusively cross-sectional, focusing on traditional variables of technology acceptance that do not adequately address the extent to which experiential and contextual factors contribute to sustaining engagement. This longitudinal study fills the gap in trait research data by integrating the S-O-R framework with the Technology Acceptance Model and incorporating two new constructs: perceived haptic realism and environmental anchoring, to assess their effects on and influence on consumer behavior over time. The study tracked 342 participants at Wave 1 (March 1 - May 26) and 310 participants at Wave 2 (June 10 – July 30) over a period of five months, employing the "cross-lagged panel" method to analyze the longitudinal data. The study observed that perceived ease of use, environmental anchoring, and perceived haptic realism have significant, positive lagged effects on spatial presence. Spatial presence temporally associated with immersion. Immersion and decision-making quality were temporally associated with purchase intention. From a theoretical perspective, the results provide longitudinal evidence for the applicability of S-O-R to AR adoption and expand TAM in establishing the temporal value of experiential cues. From a practical perspective, cosmetic brands should focus on usability, as well as realistic haptic cues and context-anchoring features, to transform immersive engagement into persistent purchase behavior. However, sample attrition and a two-wave, five-month design limit the generalizability and accuracy of temporal effects. Future studies may involve multi-wave studies, including cross-cultural diversity and age, as well as AR-frequency as moderators.

增强现实（AR）在化妆品中的应用可能会比任何其他技术更能改变女性的生活。虽然AR正在迅速被采用，但目前关于AR的研究几乎完全是横断面的，专注于技术接受的传统变量，而没有充分解决经验和环境因素在多大程度上有助于持续参与。这项纵向研究通过整合S-O-R框架和技术接受模型，并结合两个新的结构：感知触觉现实主义和环境锚定，来填补特质研究数据的空白，以评估它们对消费者行为的影响和影响。该研究在五个月内追踪了第一波（3月1日至5月26日）的342名参与者和第二波（6月10日至7月30日）的310名参与者，采用“交叉滞后面板”方法分析纵向数据。研究发现，感知易用性、环境锚定和感知触觉真实感对空间存在有显著的正滞后效应。空间存在在时间上与沉浸有关。沉浸感和决策质量与购买意愿存在时间相关性。从理论角度来看，研究结果为S-O-R对AR采用的适用性提供了纵向证据，并在建立经验线索的时间价值方面扩展了TAM。从实用的角度来看，化妆品品牌应该关注可用性，以及逼真的触觉线索和情境锚定功能，将沉浸式参与转化为持久的购买行为。然而，样本损耗和两波，五个月的设计限制了时间效应的普遍性和准确性。未来的研究可能涉及多波研究，包括跨文化多样性和年龄，以及ar频率作为调节因子。

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引用次数: 0

NFT in loyalty programs: customer motivation for reward pursuit 忠诚度计划中的NFT：顾客追求奖励的动机

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-01-02 DOI: 10.1016/j.jretconser.2025.104710

Eda Telli , Samet Aydin

This study examines the integration of blockchain-based Non-Fungible Tokens (NFTs) into loyalty programs and their impact on consumer behaviour. Employing an exploratory mixed-methods approach, this study utilised a survey of 400 participants for hypothesis testing, conducted a conjoint analysis to evaluate consumer preference structures, and carried out in-depth interviews with industry experts to develop an empirically grounded framework for NFT-based loyalty programs. The results showed that consumers perceive NFTs as more than simple digital rewards and value them for their symbolic meaning and ability to foster a sense of social belonging. Moreover, consumer motivations, specifically the need for uniqueness, innovativeness, and displayability of NFTs, emerged as key drivers of their interest. Conjoint analysis further demonstrates that consumers are more drawn to abstract benefits, such as personalisation and artistic value, than to traditional monetary rewards. Overall, this study provides multi-layered empirical evidence that NFTs create emotional, social, and identity-driven value within loyalty programs, offering a novel framework for understanding and designing NFT-based reward systems.

本研究探讨了基于区块链的不可替代代币（nft）与忠诚度计划的整合及其对消费者行为的影响。本研究采用探索性混合方法，对400名参与者进行了调查，进行了假设检验，进行了联合分析，以评估消费者偏好结构，并与行业专家进行了深入访谈，以开发基于nft的忠诚度计划的经验基础框架。结果表明，消费者认为nft不仅仅是简单的数字奖励，而是因为它们的象征意义和培养社会归属感的能力而重视它们。此外，消费者的动机，特别是对nft的独特性、创新性和可展示性的需求，成为他们感兴趣的关键驱动因素。联合分析进一步表明，消费者更容易被个性化和艺术价值等抽象利益所吸引，而不是传统的金钱奖励。总体而言，本研究提供了多层次的经验证据，证明nft在忠诚计划中创造了情感、社会和身份驱动的价值，为理解和设计基于nft的奖励系统提供了一个新的框架。

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引用次数: 0

AI-augmented Co-creation via social media posts and consumer identity formation: The interplay of interaction orientation, empowerment, creativity, and willingness 通过社交媒体帖子和消费者身份形成的共同创造：互动导向、授权、创造力和意愿的相互作用

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-01-01 DOI: 10.1016/j.jretconser.2025.104718

Chi-Yao Peng, Muhammad Dliya'ul Haq

The rapid integration of artificial intelligence (AI) into consumer co-creation initiatives is transforming how individuals engage with brands and perceive the value of their collaborative experiences. While prior research has highlighted AI's potential to enhance efficiency and novelty, little is known about how human–AI versus human-only collaboration, when communicated through social media co-creation posts, shapes consumer perceptions and how these perceptions evolve into role identities. Drawing on self-determination theory, service-dominant logic, and role identity perspectives, this study uses a 2 × 2 online experiment (N = 411) in which participants viewed social media-based posts from a fictional sneaker brand that highlighted the co-creation agent cue (Human vs. Human + AI) and interaction orientation (Transactional vs. Relational). We examine how the highlighted co-creation agent cue and interaction orientation in these posts shape perceived digital empowerment and creativity, and how these perceptions translate into willingness to co-create and co-creation role identity. Results from multivariate analysis of variance (MANOVA) and structural equation modeling (SEM) reveal that posts highlighting Human + AI collaboration enhance empowerment and creativity relative to Human-only, with relational framing further amplifying this effect. The results further show that perceived creativity is a stronger driver of willingness to co-create than empowerment. That willingness, in turn, serves as a central mechanism linking these perceptions to a co-creator role identity. Collectively, these findings advance understanding of AI-augmented co-creation by uncovering dual psychological mechanisms and identity pathways, and offer insights for firms on how to design engagement strategies that highlight AI-augmented co-creation to generate participation and strengthen consumer–brand relationships.

人工智能（AI）与消费者共同创造计划的快速整合正在改变个人与品牌的互动方式，以及对合作体验价值的感知。虽然之前的研究强调了人工智能在提高效率和新颖性方面的潜力，但很少有人知道，当通过社交媒体共同创作的帖子进行交流时，人类与人工智能的合作如何塑造消费者的观念，以及这些观念如何演变成角色认同。利用自我决定理论、服务主导逻辑和角色认同的观点，本研究采用了一个2 × 2的在线实验（N = 411），在该实验中，参与者观看了一个虚构的运动鞋品牌基于社交媒体的帖子，这些帖子突出了共同创造代理线索（人类vs.人类+ AI）和互动取向（交易vs.关系）。我们研究了这些帖子中突出的共同创造主体线索和互动取向如何塑造感知到的数字授权和创造力，以及这些感知如何转化为共同创造的意愿和共同创造的角色认同。多变量方差分析（MANOVA）和结构方程模型（SEM）的结果显示，强调人类+人工智能协作的帖子比只强调人类的帖子增强了赋权和创造力，而关系框架进一步放大了这一效应。结果进一步表明，感知创造力比授权更能推动共同创造的意愿。这种意愿反过来又作为一种核心机制，将这些感知与共同创造者的角色身份联系起来。总的来说，这些发现通过揭示双重心理机制和身份途径，促进了对人工智能增强的共同创造的理解，并为企业提供了如何设计参与策略的见解，强调人工智能增强的共同创造，以产生参与并加强消费者与品牌的关系。

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引用次数: 0

Brands cannot own a human celebrity but can own an AI endorser: AI endorsers’ role in shaping consumer self-brand connection 品牌不能拥有人类名人，但可以拥有人工智能代言人：人工智能代言人在塑造消费者自我品牌联系方面的作用

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-01-01 DOI: 10.1016/j.jretconser.2025.104717

Xinran Wang , Huanzhang Wang

Existing research has primarily focused on artificial intelligence (AI) endorsers' attributes such as attractiveness, expertise, and credibility and compared them to human endorsers. However, the current understanding of the AI endorser type is limited. This research investigates how brand-created and public AI endorsers influence consumers’ self-brand connection and brand attitude. Five studies demonstrate that brand-created AI endorsers generate a stronger self-brand connection compared to public AI endorsers through the chain-mediating role of perceived endorser-brand match and parasocial interaction. Consistent with this mechanism, the premium associated with brand-created AI endorsers diminishes when consumers have a high need to belong or the brand assumes a friend-like role due to the reduced disparity in parasocial interaction. Furthermore, we investigate the downstream consequences of brand attitude. These findings enrich the theoretical understanding of AI endorsers and offer practical guidance for marketers in effectively selecting AI endorsers.

现有的研究主要集中在人工智能（AI）代言人的吸引力、专业知识和可信度等属性上，并将其与人类代言人进行比较。然而，目前对人工智能背书类型的理解是有限的。本研究探讨品牌创制者与大众AI代言人如何影响消费者的自我品牌连结与品牌态度。五项研究表明，品牌创建的人工智能代言人通过感知的代言人-品牌匹配和副社会互动的连锁中介作用，比公共人工智能代言人产生更强的自我品牌联系。与这一机制相一致的是，当消费者对归属感有很高的需求，或者由于副社会互动的差异减少，品牌扮演了类似朋友的角色时，与品牌创造的人工智能代言人相关的溢价就会减少。此外，我们还研究了品牌态度的下游影响。这些发现丰富了对人工智能代言人的理论认识，并为营销人员有效选择人工智能代言人提供了实践指导。

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引用次数: 0

Does it matter who owns the AI device? Impact of device ownership on customer dissatisfaction in AI service failure 谁拥有人工智能设备重要吗？人工智能服务失败中设备所有权对客户不满的影响

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-12-31 DOI: 10.1016/j.jretconser.2025.104715

Zhongpeng Cao, Liben Zhao, Tong Su

Artificial Intelligence (AI) is increasingly integrated into the service industry. However, AI service failures remain inevitable. Limited attention has been paid to how device ownership influences customers' emotional responses to AI service failures. This study is grounded in attribution theory and social impact theory, examining the impact of device ownership (customer-owned vs. merchant-owned) on customer dissatisfaction in AI service failures, along with its underlying mechanism and boundary conditions. Across four scenario-based experiments, the results demonstrate that customers experience lower dissatisfaction when service failures occur on their own devices rather than merchant-owned ones. This effect is mediated by responsibility attribution, such that using one's own device induces a greater internal attribution of failure. Nevertheless, this attributional process is significantly weakened when the AI is highly anthropomorphized or the service environment is crowded. These findings extend the literature on AI service failure by identifying device ownership as a crucial determinant of customer dissatisfaction, offering practical implications for mitigating negative responses.

人工智能（AI）越来越多地融入服务业。然而，人工智能服务失败仍然是不可避免的。很少有人关注设备所有权如何影响客户对人工智能服务失败的情绪反应。本研究以归因理论和社会影响理论为基础，考察了设备所有权（客户拥有vs.商家拥有）对人工智能服务失败中客户不满的影响，以及其潜在机制和边界条件。在四个基于场景的实验中，结果表明，当服务故障发生在他们自己的设备上而不是商家拥有的设备上时，客户的不满情绪会降低。这种效应是由责任归因介导的，因此使用自己的设备会导致更大的内部失败归因。然而，当人工智能高度拟人化或服务环境拥挤时，这种归因过程明显减弱。这些发现通过将设备所有权确定为客户不满的关键决定因素，扩展了关于人工智能服务失败的文献，为减轻负面反应提供了实际意义。

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引用次数: 0

Fashion retailing and consumers in the digital age: E-semiotics and the Co-creation of luxury brand narratives on instagram 数字时代的时尚零售和消费者：电子符号学和instagram上奢侈品牌叙事的共同创作

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-12-30 DOI: 10.1016/j.jretconser.2025.104695

Muhammad Naeem

This study examines how consumers co-create luxury brand identity through symbolic interactions on Instagram and how these impact consumer perceptions and brand love. The study addresses a gap in understanding around how e-semiotic processes could be involved in brand co-creation in digital contexts. To achieve this, the study applies a pragmatist philosophy and a mixed-methods approach with four sequential stages. Data collection included in-depth semi-structured interviews with 32 participants, 24 participants from six focus groups, content analysis of luxury brands’ Instagram posts, and quantitative testing with a sample of 342 survey respondents. The results highlight that textual and visual utterances on Instagram become antecedents of engagement, prompting e-semiotic interpretations of meanings attached to the luxury brand. These include craft, elegance, sustainability and art. These perceptions, classified as Monarchic Identity, Sophisticated Aura and Prestige Continuum arise from these meanings, and in turn enhance cocreated brand identity and strengthen brand love. The research takes semiotic theory into the digital realm, incorporating co-creation and emotional engagement in the conceptualization of brand identity creation. The qualitative data stemming from interviews, focus groups and a content analysis informed the quantitative construct that was tested using structural equation modelling (SEM) for both theoretical soundness and empirical strength. Managerially, it provides takeaways that will enable luxury brands to apply the symbolic affordances of Instagram to create genuine engagement and build stronger consumer-brand ties.

本研究探讨了消费者如何通过Instagram上的象征性互动共同创造奢侈品牌身份，以及这些互动如何影响消费者的认知和品牌喜爱。该研究解决了在数字环境下电子符号学过程如何参与品牌共同创造方面的理解空白。为了实现这一目标，本研究采用实用主义哲学和混合方法方法，分为四个顺序阶段。数据收集包括对32名参与者的深度半结构化访谈，来自6个焦点小组的24名参与者，对奢侈品牌Instagram帖子的内容分析，以及对342名调查受访者的样本进行定量测试。研究结果强调，Instagram上的文字和视觉话语成为参与的先决条件，促使人们对这个奢侈品牌的含义进行电子符号学解读。这些包括工艺、优雅、可持续性和艺术。这些感知被归类为“君主身份”、“精致光环”和“声望连续体”，它们源于这些含义，进而增强了共同创造的品牌身份，加强了品牌喜爱。该研究将符号学理论引入数字领域，将共同创造和情感参与纳入品牌识别创造的概念化。来自访谈、焦点小组和内容分析的定性数据为定量结构提供了信息，该定量结构使用结构方程模型（SEM）进行了理论可靠性和经验强度的测试。在管理上，它提供了一些好处，使奢侈品牌能够利用Instagram的象征性启示，创造真正的互动，建立更强的消费者品牌关系。

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引用次数: 0

Enhancing perceived legitimacy to increase VR museum revisits: Based on the DAST framework 增强感知合法性以增加VR博物馆参观：基于DAST框架

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-12-29 DOI: 10.1016/j.jretconser.2025.104701

Wang Yedi , Zhu Jiaji , Yan Qing

Although the application of virtual reality (VR) in tourism has shown exponential growth, existing research primarily explores the benefits of VR technology in tourism from immersion, interactivity, and social presence. Designing virtual tourism products from the perspective of perceived legitimacy is an important but underexplored topic in current research. Based on the DAST framework and the theory of legitimacy, this study, taking the VR museum as an example, investigates the impact of the behavior of other visitors on the focal visitor's intention to revisit and the underlying mechanisms. The findings from a pilot experiment and two between-subjects experiments indicate that the behavior of “viewing exhibits” can enhance the focal visitor's revisit intention through perceived legitimacy compared to the behavior of “talking with each other”. Furthermore, day-night conditions not only play a moderating role in the relationship between the behavior of other visitors and the focal visitor's revisit intention, but also moderate the mediation of perceived legitimacy. This study offers practical insights for designing and optimizing VR museums, with significant application value in enhancing perceived legitimacy and revisit intention.

虽然虚拟现实（VR）在旅游中的应用呈指数级增长，但现有的研究主要是从沉浸式、互动性和社会存在等方面探索VR技术在旅游中的好处。从认知合法性的角度设计虚拟旅游产品是当前研究中一个重要但尚未充分探讨的课题。基于DAST框架和合法性理论，本研究以VR博物馆为例，探讨了其他游客的行为对焦点游客重访意愿的影响及其机制。一个先导实验和两个被试之间的实验结果表明，与“相互交谈”行为相比，“观看展品”行为可以通过感知合法性增强焦点参观者的重访意愿。此外，昼夜条件不仅在其他游客的行为与焦点游客的重访意图之间起调节作用，而且还调节了感知合法性的中介作用。本研究为VR博物馆的设计和优化提供了现实的见解，在提高认知合法性和重游意愿方面具有重要的应用价值。

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引用次数: 0

When help feels creepy: A MOA model of AI smart-retail adoption via perceived intrusiveness and the moderating role of trust in AI 当帮助感觉令人毛骨悚然时：人工智能智能零售采用的MOA模型，通过感知侵入性和信任对人工智能的调节作用

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-12-28 DOI: 10.1016/j.jretconser.2025.104699

Chih-Jou Chen , Julian Ming-Sung Cheng

AI is reshaping in-store and omnichannel retail, yet adoption hinges on whether assistance feels helpful or “too close.” This study develops and tests a perceived-intrusiveness (PI)–centered MOA framework for AI-enabled smart retail. PI is theorized as the proximal appraisal that links motivation, opportunity, and ability cues to attitude and, in turn, adoption intention. Specifically, perceived usefulness and personalization quality (motivation), AI transparency and user control (opportunity), and algorithmic literacy and privacy self-efficacy (ability) are modeled as antecedents of PI. Using quota-based data from Taiwanese shoppers who recently used AI retail services (n = 861), we estimated PLS-SEM models with 5000-sample bootstrapping. Personalization quality and user control are the strongest intrusiveness-reducing antecedents; ability variables exert smaller but significant negative effects; usefulness and transparency are weaker. Trust in AI moderates the first-stage links: it strengthens the intrusiveness-reducing effects of personalization quality and user control, does not amplify usefulness, and transparency shows a compensatory pattern (helping chiefly when trust is low). All six antecedents exhibit significant indirect effects operating through PI to shape attitudes and, sequentially, intention. An exploratory check distinguishes personalization intensity from quality and finds a positive incremental link to PI net of quality. The findings clarify designable levers and boundary conditions in MOA and yield actionable guidance: prioritize quality over intensity, provide granular in-flow controls, and use purpose-linked transparency especially for low-trust segments.

人工智能正在重塑店内和全渠道零售，但是否接受人工智能取决于帮助是有帮助的还是“太近”的。本研究为人工智能智能零售开发并测试了一个以感知侵入性（PI）为中心的MOA框架。从理论上讲，PI是将动机、机会和能力线索与态度联系起来的近端评估，进而与采用意图联系起来。具体来说，感知有用性和个性化质量（动机）、人工智能透明度和用户控制（机会）、算法素养和隐私自我效能（能力）被建模为PI的前因变量。利用最近使用人工智能零售服务的台湾购物者的配额数据（n = 861），我们用5000个样本的自举来估计PLS-SEM模型。个性化、质量和用户控制是降低侵入性最强的前因；能力变量的负向影响较小但显著；有用性和透明度较弱。对人工智能的信任调节了第一阶段的联系：它加强了个性化质量和用户控制的侵入性降低效应，不会放大有用性，透明度显示出一种补偿模式（主要在信任度低时提供帮助）。所有六个前事都表现出显著的间接影响，通过PI来塑造态度，并依次塑造意图。探索性检查将个性化强度与质量区分开来，并发现与质量PI网的正增量联系。研究结果阐明了MOA中可设计的杠杆和边界条件，并产生了可操作的指导：优先考虑质量而不是强度，提供颗粒流控制，并使用与目的相关的透明度，特别是对低信任度的部分。

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引用次数: 0

Speaking of facts or experiences? The interaction effect between description types of virtual influencers and product types on endorsement effectiveness 说到事实还是经历？虚拟网红描述类型与产品类型对代言效果的交互作用

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-12-28 DOI: 10.1016/j.jretconser.2025.104704

Yijia Sun , Chundong Zheng , Ke Ma

The emergence of virtual influencers (VIs), driven by advances in digital technology, presents a compelling alternative to human influencers (HIs) in brand endorsements. Yet, a systematic understanding of how to develop VI's communication strategies regarding “what to say” and “how to say” across different endorsement contexts remains notably absent. Through a field study with secondary data and three scenario-based experiments, this research demonstrates the interaction effect between product and description type in shaping VIs' endorsement effectiveness. Specifically, the match between search (experience) products and subjective (objective) descriptions enhances consumers' attitudes towards the advertising, brand, endorser, and their purchase intention. More importantly, mental simulation explains these effects as a potential mechanism. The findings of this research are crucial for understanding how endorsed products and content promoted by influencers (especially VIs) shape consumer experiences and provide significant implications for marketing practice.

在数字技术进步的推动下，虚拟影响者（VIs）的出现，在品牌代言方面为人类影响者（HIs）提供了一个令人信服的替代方案。然而，对于如何在不同的背书背景下制定VI的“说什么”和“怎么说”的传播策略，仍然缺乏系统的理解。本研究通过二次数据的实地研究和三个基于场景的实验，论证了产品类型和描述类型在塑造顾客背书效果中的交互作用。具体而言，搜索（体验）产品与主观（客观）描述之间的匹配增强了消费者对广告、品牌、代言人的态度，增强了消费者的购买意愿。更重要的是，心理模拟将这些效应解释为一种潜在的机制。本研究的发现对于理解网红（尤其是网红）推广的产品和内容如何塑造消费者体验至关重要，并为营销实践提供重要启示。

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引用次数: 0

Optimal dynamic regulatory architectures for riders' non-compliant deliveries: A reputation-triggered game analysis 骑手不合规交付的最优动态监管架构：声誉触发的博弈分析

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-12-27 DOI: 10.1016/j.jretconser.2025.104703

Hongyong Li , Yuxia Qiu , Jiantao Zhu

Quality issues in delivery services due to non-compliant behaviors by riders have infringed upon consumer rights and hindered the development of the instant delivery industry. This study develops a reputation-triggered evolutionary game between instant delivery platforms and riders, in which riders' reputation values determine the intensity of the platform's incentives and sanctions. Focusing on three governance elements commonly used in practice, commissions, penalties, and subsidies, we identify seven dynamic regulatory architectures based on whether the platform adopts a single element, a partial combination, or a full combination. The model is used to evaluate regulatory effectiveness and to determine the optimal architecture under different conditions. Findings reveal that relying solely on a subsidy-based regulatory architecture is unsustainable due to high costs, potentially leading platforms to adopt negative regulation. By reducing excess returns from non-compliant deliveries, cutting active regulatory costs, and adjusting riders' reputation values, the effectiveness of single-element and partially mixed architectures can be enhanced. A completely mixed regulatory architecture employing commissions, penalties, and subsidies concurrently is the most effective. However, fluctuations in platforms' active regulation and riders' compliance over time highlight the need for a continuous mixed regulatory approach. These findings provide decision-making insights for optimizing regulatory architectures against delivery violations from a reputation-based perspective.

由于骑手的不合规行为导致的配送服务质量问题侵犯了消费者权益，阻碍了即时配送行业的发展。本研究在即时配送平台和骑手之间建立了一个声誉触发的进化博弈，其中骑手的声誉价值决定了平台的激励和制裁强度。重点关注实践中常用的三种治理要素：佣金、罚款和补贴，我们根据平台是采用单一要素、部分组合还是完全组合，确定了七种动态监管架构。该模型用于评估监管有效性，并确定不同条件下的最优体系结构。研究结果显示，由于成本高，仅仅依靠基于补贴的监管架构是不可持续的，这可能导致平台采用负面监管。通过减少不合规交付带来的超额回报、削减主动监管成本和调整乘客的声誉价值，可以提高单元素和部分混合架构的有效性。同时采用佣金、罚款和补贴的完全混合的监管架构是最有效的。然而，随着时间的推移，平台的积极监管和乘客的合规波动突出了持续混合监管方法的必要性。这些发现为从基于声誉的角度优化针对交付违规的监管架构提供了决策见解。

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引用次数: 0