Promoting the Tripartite Cooperative Mechanism of E-Commerce Poverty Alleviation: Based on the Evolutionary Game Method

E-commerce agriculture has gradually become an important force in poverty alleviation. Some large e-commerce enterprises in China, such as Alibaba and JD, have carried out poverty alleviation activities with the support of the government. With the enthusiasm of consumers towards the goal of helping farmers, they can continue to develop e-commerce agriculture and efficiently achieve this goal. However, the unstable relationship among e-commerce enterprises, the government, and consumers with regard to poverty alleviation hinders the realization of poverty reduction goals. To promote the cooperation among the three parties under e-commerce poverty alleviation, this study uses the evolutionary game method. First, this study analyzes the collaborative mechanism of the government, e-commerce enterprises, and consumers participating in poverty alleviation. Second, based on the above analysis, a tripartite evolutionary game model is constructed. A payment matrix is established to analyze the factors that affect the strategic choices of participants, and the conditions for promoting the tripartite collaborative mechanism of poverty alleviation are discussed using numerical simulation. The results show the following: (1) The reduction in poverty alleviation costs and the increase in cooperation benefits are important factors in promoting the choice of poverty alleviation strategies. (2) E-commerce enterprises are more sensitive to consumer preferences for helping farmers. When consumer preferences for helping farmers are low, the government’s early efforts to participate in poverty alleviation can guide e-commerce enterprises and consumers to participate in cooperative poverty alleviation. (3) The government and e-commerce enterprises can reduce poverty alleviation incentives and agricultural product premiums by increasing the willingness of e-commerce enterprises and consumers to support farmers in the initial stage to promote the participation of all parties in poverty alleviation at a relatively low cost.