摘要
针对直播电商粗放发展过程中出现的诱导消费、失信经营、维权难等问题,本文构建了面向直播电商“平台-经营者-消费者”的监管机制模型,运用演化博弈理论分析了不同监管模式下三方主体策略选择的动态演化过程及影响因素,建立了直播电商数字化全链条监管框架,提出了直播电商事前事中事后监管过程中的路径优化策略。研究表明:各主体间策略选择互相影响,平台监管不足时易出现消费者维权式监管困境;不同收益水平经营者在同等监管策略和强度下存在策略选择差异,高收益者更具违规动机应加强监管;通过加强平台事中监管、提高监管效率和事后惩处强度,能有效提高经营者诚信经营水平.同时,提出的监管框架从事前风险预警、事中经营规范、事后违规治理层面,为打破维权式监管困境、破解违规经营和交易取证难等问题提供了新思路.本文对政府和平台优化直播电商全链条监管路径具有较好的参考意义,有利于推动直播电商市场健康有序发展.
Focusing on the problems of induced consumption,fraudulent transactions and difficulty in protec-ting rights in the extensive development stage of live streaming e-commerce,this paper models the regulation mechanism of“platform-retailer-consumer”in live streaming e-commerce according to evolutionary game theo-ry,to analyze the dynamic evolution and influence factors of strategies made by the three parties under differ-ent regulation modes.A digital regulatory framework for the whole chain of live streaming e-commerce is estab-lished,and path optimization strategies forex,interim,and post regulation of live streaming e-commerce are given.Results show that one party decision can impact others',causing regulatory dilemma concerning con-sumer rights protection when lacking regulation from platforms.There are dfferences in strategy choices be-tween retailers with different revenues under the same regulation strategy and intensity,and those with high rev-enue have more motives to violate the rules and should be regulated more stringently.Strengthening interim platform regulation,and improving the efficiency of regulation and the intensity of post-event punishment can effectively improve the goodfaith management of retailers.In addition,the proposed regulation framework pro-vides novel ways to solve the dilemma of rights protection regulation and the problems of illegal operation and transaction testimony difficulties from the perspective of pre-risk warning,interim operation regulation and post-event violation governance.This paper offers reference to government and platforms to optimize the regulatory path for the whole chain of live streaming e-commerce,and to promote a healthier and orderly market develop-ment of live streaming e-commerce.
作者
胡春华
陈皖
周艳菊
陈聪
孙思源
HU Chun-hua;CHEN Wan;ZHOU Yan-ju;CHEN Cong;SUN Si-yuan(Changsha Social Laboratory of Artificial Intelligence,Hunan University of Technology and Business,Changsha 410205,China;Key Laboratory of Hunan Province for Mobile Business Intelligence,Hunan University of Technology and Business,Changsha 410205,China;School of Business,Central South University,Changsha 410083,China)
出处
《管理科学学报》
CSSCI
CSCD
北大核心
2023年第6期126-141,共16页
Journal of Management Sciences in China
基金
国家自然科学基金资助项目(72072053)
国家自然科学基金资助重大项目(71991463)
国家重点研发计划资助项目(2021YFC3340403).
关键词
直播电商
监管机制
演化博弈
路径优化
live streaming e-commerce
regulation mechanism
evolutionary game
path optimization
作者简介
胡春华(1973-),男,湖南娄底人,博士,教授.Email:huch@hutb.edu.cn。
