Evolutionary analysis of platform–influencer–consumer interactions in livestreaming commerce

Ziye Zhang, Zhiyuan Li, Tianfu Wang and Kai Guo

Finance Research Letters, 2025, vol. 81, issue C

Abstract: This study examines trust mechanisms and strategic behaviors in livestreaming commerce employing evolutionary game theory. We construct a tripartite model to analyze interactions between platforms, influencers, and consumers to examine monitoring strategies, promotional authenticity, and purchase decisions. Using replicator dynamics and stability analysis, we identify three evolutionary stable strategies and reveal that system stability depends on monitoring costs, reputational effects, and trust-based utility gains. The findings demonstrate how calibrated incentive mechanisms and regulatory frameworks can foster sustainable ecosystem development, contributing to digital commerce governance literature.

Keywords: Evolutionary game theory; Livestreaming commerce; Multiagent interactions; Trust mechanisms; Platform governance; Strategic behavior (search for similar items in EconPapers)
JEL-codes: C32 E44 G23 G28 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:finlet:v:81:y:2025:i:c:s1544612325004271

DOI: 10.1016/j.frl.2025.107164

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