CO-GOVERNANCE OF FOOD SAFETY REGULATION IN LOGISTICS TRANSPORTATION CONSIDERING THE ROLE OF WE-MEDIA

Abstract

In view of food safety regulation in logistics transportation, the participation of we-media in governance has been scarcely considered in the existing literature. To analyze the dynamic evolution and influence factors of strategies made by government, carrier and we-media, a tripartite evolutionary game model was  constructed using Matlab for analysis and verification. The results manifest that the illegal operation behavior of carriers and the ineffective government regulation in the food safety transportation process are jointly influenced by the different strategic behaviors of the members, and the strategic choices of the participants have an impact on their own and each other's future decisions; to solve the problems in food safety transportation, the compliance transportation of carriers serves as the basis, the active participation of we-media as the key, and the strict government regulation as the guarantee. The conclusions of this study not only enrich the theoretical connotation of food safety transportation regulation but also provides innovative multi-party governance strategies in practice, expecting to promote the healthy development of the food safety transportation market.