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复杂系统与复杂性科学 >

2022 , Vol. 19 >Issue 1: 34 - 44

DOI: https://doi.org/10.13306/j.1672-3813.2022.01.005

平台规制下直播电商三方策略演化博弈与仿真

  • 李春发 ,
  • 曹颖颖 ,
  • 王聪 ,
  • 郝琳娜 ,
  • 李春发 ,
  • 曹颖颖 ,
  • 王聪 ,
  • 郝琳娜
展开
  • 1.天津理工大学管理学院,天津 300384;
    2.聊城大学商学院,山东 聊城 252000
李春发(1968-),男,湖南郴洲人,博士,教授,主要研究方向为系统优化与决策。

收稿日期: 2021-01-20

  修回日期: 2021-04-14

  网络出版日期: 2022-02-21

基金资助

国家自然科学基金(71902077);教育部人文社会科学研究项目(19YJC630049)

收起

Evolutionary Game Simulation of Tripartite Strategy in E-commerce Live Streaming Under Platform Regulation

  • LI Chunfa ,
  • CAO Yingying ,
  • WANG Cong ,
  • HAO Linna ,
  • LI Chunfa ,
  • CAO Yingying ,
  • WANG Cong ,
  • HAO Linna
Expand
  • 1. School of Management, Tianjin University of Technology, Tianjin 300384, China;
    2. School of Business, University of Liaocheng, Liaocheng 252000, China

Received date: 2021-01-20

  Revised date: 2021-04-14

  Online published: 2022-02-21

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摘要

平台规制策略优化是确保直播电商中供应商、主播行为合规合法的关键,针对供应商、直播平台、主播的利益联系、行为策略和博弈关系,构建三者行为策略演化博弈模型,揭示平台规制下直播电商三方行为策略演化规律,并运用Netlogo仿真模拟策略演化过程。研究表明:平台适当的惩罚与约束力度,有助于规范供应商、主播行为;平台较高补贴能激励供应商、主播规范行为,但牺牲自身利益,系统难趋向稳定;违规收益因子是影响供应商供品策略、主播行为抉择的重要因素。据此,提出规范供应商、主播行为的基本策略和具体措施。

关键词： 直播电商; 违规直播; 平台监管; 演化博弈; 多主体建模仿真

本文引用格式

李春发 , 曹颖颖 , 王聪 , 郝琳娜 , 李春发 , 曹颖颖 , 王聪 , 郝琳娜 . 平台规制下直播电商三方策略演化博弈与仿真[J]. 复杂系统与复杂性科学, 2022 , 19(1) : 34 -44 . DOI: 10.13306/j.1672-3813.2022.01.005

Abstract

The optimization of platform regulation strategy is the key to ensure the compliance and legality of suppliers and anchors in live broadcast e-commerce. Aiming at the interest relationship, behavior strategy and game relationship of suppliers, live broadcasting platform and anchor, this paper constructs the behavior strategy evolution game model of the three, reveals the behavior strategy evolution law of live broadcasting e-commerce under the platform regulation, and uses Netlogo to simulate the strategy evolution process. The research shows that the appropriate punishment and restraint of the platform is helpful to standardize the behavior of suppliers and anchors; Higher platform subsidies can encourage suppliers and anchors to standardize their behavior, but at the expense of their own interests, the system is difficult to stabilize; The illegal income factor is an important factor affecting the supplier's supply strategy and anchor behavior choice. Accordingly, the basic strategies and specific measures to standardize the behavior of suppliers and anchors are put forward.

Key words： e-commerce live streaming; illegal live streaming; platform supervision; evolutionary game; multi-agent based modeling and simulation

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