Two-Sided Matching Game Between Enterprises and Anchors in the Enterprise Self-Broadcasting Mode
Improving the matching degree between the enterprises and the anchors is a key to enhance the satisfaction and efficiency for both sides.To achieve this,we developed a matching game model centered on a third-party live streaming platform as the two-sided platform,and then measured the matching degree using Borda score.Therefore,a two-sided matching model that maximized benefits was established considering heterogeneous attributes,satisfaction,stability and other relevant factors.Consequently,the equilibrium output of two enterprises and the optimal live streaming efforts of the anchors were analyzed,and the effects of the heterogenous coefficient of the enterprises and the live streaming efforts of the anchors on the matching efficiency were discussed.The results show that the two-sided matching game model that maximizes benefits aligns better with the practical situation of the enterprises.The heterogeneous coefficient of the enterprises has a positive effect on the benefits of both sides.However,at higher level of livestreaming efforts,the income of the enterprises and the anchors decreases with the increased efforts.The optimal livestreaming efforts are correlated with the heterogenous coefficient of the enterprises and increases with its increase.Notably,the market size has a moderating effect on the influence of the livestreaming efforts of the anchors on sales and benefits.Therefore,live streaming platforms should comprehensively consider the impact of market size,live streaming efforts of the anchors and heterogenous coefficient of the enterprises on the matching process,and cooperate with differentiated enterprises.Anchors should adjust their efforts according to the market size and enterprises'heterogenous coefficient in a timely manner.Enterprises,on the other hand,should develop differentiated product strategies and improve the core competitiveness of products to maintain their market share,train personalized anchors,and make their products distinctive.
NETL
NSTL
万方数据
