Industry Governance in the Scene of “Live Commerce”--Economic Analysis Based on Three-party Evolutionary Game Model
- 10.2991/aebmr.k.201211.111How to use a DOI?
- Live commerce, three-party evolutionary game, collaborative governance
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.
- © 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/).
Cite this article
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 -