Industry Governance in the Scene of “Live Commerce”--Economic Analysis Based on Three-party Evolutionary Game Model

DOI

10.2991/aebmr.k.201211.111How to use a DOI?

Keywords

Live commerce, three-party evolutionary game, collaborative governance

Abstract

Aiming at the confusion of fake products, exaggerated propaganda and misleading consumers in the industry of “live commerce”, a three-party evolutionary game model of brand, live broadcast platform and consumers is constructed to provide product quality for brand, the evolution game analysis of behavior interaction and strategy selection mechanism between Product Review Decision and consumer purchase decision is carried out in the live broadcast platform. The results show that controlling and adjusting the parameter variables can make the participants of the game choose the stable strategy. The strategic choice of brand and live broadcast platform is not only restricted by the trend of economic benefit, but also by external supervision. Establishing and perfecting the supervision system and unblocking the channel of protecting consumers’ rights are beneficial to the healthy development of “live commerce” industry.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Xiaoxia Xu
AU  - Ping Han
PY  - 2020
DA  - 2020/12/14
TI  - Industry Governance in the Scene of “Live Commerce”--Economic Analysis Based on Three-party Evolutionary Game Model
BT  - Proceedings of the Fifth International Conference on Economic and Business Management (FEBM 2020)
PB  - Atlantis Press
SP  - 641
EP  - 649
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201211.111
DO  - 10.2991/aebmr.k.201211.111
ID  - Xu2020
ER  -