Food Safety Dynamic Strategies of Brands,Platforms,and Anchors in the Context of Live E-commerce
Aiming at the food safety issues of live e-commerce,this paper establishes a tripartite differential game model of food safety-related behaviors among brands,platforms,and anchors in the context of live e-commerce,uses game theo-ry,optimal control,and stochastic analysis theory to solve the equilibrium strategies of brands,platforms,and anchors un-der the mode of anchor and merchant self-broadcasting and make a comparative analysis.The results show that under dif-ferent modes and when consumers accept various levels of live streaming,the decision-making of brands and platforms changes little,while the anchors'decision-making is greatly affected;the choice of self-broadcasting mode by brand owners is conducive to their long-term development,and the food quality level provided by the self-broadcasting is rela-tively high;in the mode of anchoring on behalf of the anchor,the level of food quality is relatively low,and with the im-provement of consumers'acceptance of live broadcast delivery,the profits of brand owners and anchors will be significantly reduced.Based on this,some enlightenments are put forward,such as reasonable distribution of benefits based on the dif-ferent acceptance levels of consumers for live streaming.
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