基于演化博弈理论的直播购物产品质量监管研究

Research on the Quality Supervision of Live Shopping Products Based on the Evolutionary Game Theory

摘要: 直播电商行业发展迅猛，成为行业健康发展的重要制约因素，产品质量问题越来越突出。本研究以演化博弈理论为基础，对多主体动态策略选择和直播购物产品质量监管稳定流程进行了深入探讨。为分析参与主体在直播购物中的行为机制，我们构建了一个“主播–平台–消费者”的演化博弈模型；建立支付矩阵，分析各主体的交互行为和稳定状态，同时对稳定结果的正确性进行数值模拟验证。调查结果显示：平台对主播的激励可以促使主播选择真实的宣传策略，同时对于主播的虚假宣传行为的治理，平台对主播的处罚也可以起到很好的治理效果；平台对于消费者的扶持或保护，能够提升消费者主动参与治理的信心。

Abstract: With the rapid development of the live streaming e-commerce industry, product quality problems have become increasingly prominent, which has become an important factor restricting the healthy development of the industry. Based on the evolutionary game theory, this study deeply discusses the multi-agent dynamic strategy selection and stability process of the quality supervision of live shopping products. In order to analyze the behavior mechanism of each participant in live shopping, the evolutionary game model of “Live-Streamer - Platform - Consumer” is constructed; the payment matrix is established to analyze the interactive behavior and stable state of each subject, and use the numerical simulation to verify the correctness of the stable results. The results show that the platform can encourage the live-streamers to choose the real propaganda strategy, and the punishment of the live-streamers can also have a good governance effect on the false propaganda behavior; the platform’s support or protection for consumers can improve the confidence of consumers in actively participating in the governance.