直播電商模式下農產品直播供應鏈風險識別與測度研究

摘" 要：電子商務作為一種新的經濟形態，如今在提升區域競爭力并獲得優質資源方面發揮重要作用，通過電商渠道購買農產品為農村經濟提供了新的發展空間。而農產品以其特有屬性，加上直播供應鏈的獨特性，使供應鏈體系復雜化。文章對農產品直播電商供應鏈風險因素進行分層歸類，并對構建農產品直播電商供應鏈風險指數進行評價、分析和預警，運用DEMATEL探討因素之間的相互作用，建立因素的“原因—結果”歸集，并依據因素的原因度和中心度對因素的權重進行修正，界定其在系統中關鍵綜合重要度的優先改善順序，基于ABC分類法分析直播電商供應鏈風險的關鍵因素，最后以某農產品直播電商作為算例進行驗證。

關鍵詞：直播電商；農產品供應鏈；風險指數；DEMATEL；ABC分析法

中圖分類號：F713.365" " 文獻標志碼：A" " DOI：10.13714/j.cnki.1002-3100.2024.17.030

Abstract： E-commerce， as a new form of economy， plays an important role in enhancing regional competitiveness and acquiring high-quality resources. Purchasing agricultural products through e-commerce channels provides new development space for rural economies. However， due to the unique attributes of agricultural products and the complexity of the live streaming supply chain， the supply chain system becomes more complicated. In this article， the risk factors of the agricultural product live streaming e

-commerce supply chain are classified into hierarchies， and a risk index for evaluating， analyzing， and warning the agricultural product live streaming e-commerce supply chain is constructed. DEMATEL is used to explore the interaction between factors， establish the \"cause-effect\" collection of factors， and modify the weight of factors based on their degree of cause and centrality to define the priority improvement sequence of their key comprehensive importance in the system. Based on the ABC classification method， the key factors of the live streaming e-commerce supply chain risk are analyzed， and a case of a certain agricultural product live streaming e-commerce is used for verification.

Key words： live steam e-commerce; the supply chain of agricultural; risk index; DEMATEL; ABC analysis method

0" 引" 言

直播電商的興起給消費者帶來了更加便捷的購物體驗，也為企業帶來了更多的銷售機會。隨著直播電商市場的不斷擴大，直播電商供應鏈風險也日益凸顯。直播電商供應鏈作為電子商務發展的風口，其發展水平測度與評價受到學術及實業界的廣泛關注。目前的研究主要集中在供應鏈風險、電商供應鏈協調、直播電商問題研究等方面，具體表現如下：供應鏈風險主要關注供應鏈風險重要性及分類等，如William Ho et al[1]，Faisal Aqlan et al[2]，Wicliam Ho et al[1]， John R et al[3]， George Baryannis et al[4]，Ritesh Ojha et al[5]主要研究內容為供應鏈風險評估、預測、應對等，此外，對供應鏈的可持續性、數字化風險等也有涉及。丁維羚[6]和程旖旎[7]著重探討供應鏈風險識別、影響并測評供應鏈風險?！?br>