Research on the Supervision Mechanism in Live-stream Selling Market: Based on Evolutionary Game

DOI

10.2991/978-94-6463-098-5_133How to use a DOI?

Keywords

e-commerce; live streaming sells; regulatory mechanism; evolutionary game

Abstract

As an emerging e-commerce format, live stream sells have been favored by many consumers. However, this booming market is also accompanied by a series of regulatory problems: Such as misleading information and lagging traditional regulatory means. Aiming at the supervision of e-commerce live streaming market, this paper uses a tripartite evolutionary game model to analyze the strategy selection and interaction process among livestreaming anchors, e-commerce live platforms and government regulators, in order to reveal the regular pattern of three-party behavior strategies under the co-regulation of regulators and platforms. Results show that: (1) The co-regulation of reputation constraint, platforms’ regulation and regulators’ regulation can effectively constrain anchors’ violation behavior. By improving the platform's penalty intensity, the compensation coefficient, liquidated damages or reputation loss, anchors will be more inclined to choose compliant behavior. (2) A moderate level of regulatory subsidies can promote platforms to choose active regulatory strategies, while low subsidy is not conducive to stimulate the enthusiasm of platforms’ supervision. In the long term, excessive subsidy has obvious diminishing marginal effect on the incentive effect of platform, it also increases the burden of governments, which will reduce regulators regulatory enthusiasm. (3) The increase of government supervision frequency or reputation loss can promote the platform to implement active supervision strategy. The increase of social welfare, regulatory authorities’ loss of reputation or the enhancement of accountability punishment will all promote the implementation of strict supervision strategy by government regulatory authorities. Therefore, this paper proposes that anchors can operate legally by improving the credit mechanism of e-commerce live broadcast market and strengthening the penalty for breach of contract. In addition, government departments can promote platforms to adopt active regulatory strategies by means of subsidies and punishment measures, so as to maintain market order.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Jingui Jiang
AU  - Peng Xue
PY  - 2022
DA  - 2022/12/27
TI  - Research on the Supervision Mechanism in Live-stream Selling Market: Based on Evolutionary Game
BT  - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
PB  - Atlantis Press
SP  - 1178
EP  - 1192
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-098-5_133
DO  - 10.2991/978-94-6463-098-5_133
ID  - Jiang2022
ER  -