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电商网络直播双边参与行为演化博弈分析

Evolutionary Game Analysis of Bilateral Participation Behavior in E-commerce Livestreaming

管理前沿 / 2022,4(4)：143-153 / 2022-11-15 399 430

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• 作者： 刘子溪     
• 单位：

  滁州职业技术学院商学院，滁州

• 关键词： 电商网络直播；参与行为；演化博弈
• E-commerce livestreaming; Participation behavior; Evolutionary game
• 摘要： 随着流媒体技术的发展与应用，电商网络直播成为新媒体衍生的新电子商务模式。本研究从电商网络直播的参与双边角度出发，利用演化博弈模型，研究平台卖家和消费者参与行为策略之间的交互影响作用。研究发现，消费者额外选择通过网络直播了解产品下，卖家因网络直播产生的销售产品额外利润、消费者获得的情感收益与平台卖家选择附加直播策略、消费者选择直播购物途径策略的概率正相关，卖家开展附加网络直播活动成本以及消费者使用网络直播活动的额外成本与平台卖家选择附加直播策略、消费者选择直播购物途径策略的概率负相关。
• With the development and application of streaming technology, e-commerce livestreaming has become a new e-commerce model derived from new media. From the perspective of bilateral participation in e-commerce livestreaming, this study used evolutionary game model to study the interaction influence between the sellers and consumers’ participation behavior strategies. The study found that when consumers have additional choice to learn about the products through livestreaming, the extra profits of sellers through additional e-commerce livestreaming and the emotional benefits of consumers through e-commerce livestreaming are positively correlated with the probabilities of the strategy that platform sellers choose to add e-commerce livestreaming and the strategy that consumers choose shopping through livestreaming. And it’s found that the cost of additional livestreaming activities carried out by sellers and the extra cost for consumers to use e-commerce livestreaming are negatively correlated with the probabilities of the strategy that platform sellers choose to add e-commerce livestreaming and the strategy that consumers choose shopping through livestreaming.
• DOI： https://doi.org/10.35534/fm.0404016
• 引用： 刘子溪．电商网络直播双边参与行为演化博弈分析［J］．管理前沿，2022，4（4）：143-153．