基于个体协作效应和风险规避的主播和产品双边匹配问题研究

Research on Bilateral Matching between Broadcasters and Products Based on Individual Collaboration Effect and Risk Avoidance

摘要: 本文研究直播带货考虑个体协作效应和损失规避的主播和产品的双边匹配问题分为两个部分：第一部分研究主播和产品匹配的个体协作效应，求解得到个体协作效应值；第二部分研究主播和产品在匹配过程中面对风险的规避情况，计算得到规范前景值。利用个体协作效应值对规范前景值进行修正，构建最终基于个体协作效应和损失规避的主播和产品的双边匹配满意度矩阵，求解最终匹配结果。并将同时考虑个体协作效应和损失规避条件下的双边匹配与单独考虑损失规避条件下的双边匹配结果做对比，结论表明：同时考虑个体协作效应和损失规避条件下的双边匹配更加稳定，且与单独考虑损失规避条件下的双边匹配结果有所不同。

Abstract: This paper studies the two-sided matching problem between the anchor and the product of live broadcast goods with consideration of individual collaboration effect and Loss aversion. It is divided into two parts: the first part studies the individual collaboration effect of the anchor and product matching, and calculates the individual collaboration effect size value; the second part studies the risk avoidance situation faced by anchors and products during the matching process, and calculates the normative prospect value. Use the individual collaboration Effect size to modify the normative prospect value, build the satisfaction matrix of the anchor and product bilateral matching based on the individual collaboration effect and Loss aversion, and solve the final matching result. The results of bilateral matching under the conditions of both individual col-laboration effect and Loss aversion are compared with those under the conditions of loss aversion alone. The conclusion shows that bilateral matching under the conditions of both individual collaboration effect and Loss aversion is more stable, and is different from that under the conditions of Loss aversion alone.