农产品直播电商全过程信用监管演化博弈
Agricultural products live streaming e-commerce:evolution game of full-process credit supervision
杨昆 1刘解放1
作者信息
- 1. 天津职业技术师范大学经济与管理学院,天津 300222
- 折叠
摘要
为了对直播电商中的农产品商家的信用和农产品质量进行监管,引入平台为第三方监管,基于共生理论和平台生态系统理论构建了"农产品商家-主播-消费者"组成的博弈模型,探讨系统内主体策略选择的稳定性及其影响因素,并进行仿真分析.研究表明:"主播事前监管-平台事中监管-消费者事后监管"三元复合全过程监管模式能够有效监管农产品商家的信用,主播、平台和消费者分别在直播前、直播过程中和直播后对农产品商家信用进行监管,同时平台要健全对农产品商家和主播相关的处罚标准.
Abstract
This study addresses the supervision of credit and quality of agricultural products in live streaming e-commerce by introducing a platform as a third-party supervisory entity,and a game model consisting of"agricultural products mer-chants-anchors-consumers"is developed based on the symbiosis theory and platform ecosystem theory to explore the sta-bility of strategic choices among participants in the system and analyze the influencing factors through simulation.The re-search shows that the tripartite comprehensive full-process supervision model of"pre-supervision by anchors-in-process supervision by the platform-post-supervision by consumers"effectively supervises the credit of agricultural products mer-chants.Anchors,the platform and consumers supervise the credit of agricultural products merchants at different stages:be-fore,during and after live streaming sessions respectively.Meanwhile,it is recommended that the platform enhance the penalty standards applicable to agricultural product merchants and anchors.
关键词
信用监管/主播监管/平台监管/消费者反馈/演化博弈Key words
credit supervision/anchor supervision/platform supervision/consumer feedback/evolutionary game引用本文复制引用
出版年
2024
NETL
NSTL
万方数据