Multi-subject Evolutionary Game in the Live Ecology:The Impact of After-sales Service of Web Celebrity Live Streaming on Consumer Behavior
The after-sales service in live streaming commerce continuously affects consumers'shopping experience,posing an obstacle to the healthy growth of the web celebrities economy.The relationship among web celebrities,live streaming platforms,and behaviors of consumers was analyzed,and a tripartite evolutionary game model was constructed.Meanwhile,the evolutionary game process and laws of different subjects'behavior under the change of parameters of gain,loss,and coefficient categories were simulated and analyzed.In the process of building the model,the"multiple"attributes of the live streaming platforms,web celebrities,and consumers were taken into account and the emotional benefits of consumers in the process of live streaming consumption were extended.It is found that web celebrity is more sensitive to revenue in the state of efficient after-sales and less sensitive to excess revenue from consumers'impulsive consumption.Consumers'emotional attachment to web celebrities and their willingness to consume show a tendency to change in the same direction,and web celebrity's after-sales attitude changes in tandem with the regulatory intensity of the platform.In the case of web celebrity's efficient after-sales,consumers'willingness to consume does not decline significantly even if they have lower functional gains and higher return rates.
live streaming e-commerceemotional attachmentevolutionary gameimpulsive consumption
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