Regulation strategy for behavioral integrity of live streamers: From the perspective of the platform based on evolutionary game in China

Jun Fan (), Lijuan Peng (), Tinggui Chen () and Guodong Cong ()
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Jun Fan: Zhejiang Gongshang University
Lijuan Peng: Zhejiang Gongshang University
Tinggui Chen: Zhejiang Gongshang University
Guodong Cong: Zhejiang Gongshang University

Electronic Markets, 2024, vol. 34, issue 1, No 21, 17 pages

Abstract: Abstract This paper examines the Chinese live streaming industry, highlighting issues such as counterfeit advertisements and fraudulent activities due to inadequate managerial oversight. It proposes a behavior evolution game process involving platforms, consumers, and live streamers, using prospect theory and rank-dependent expected utility theory. The findings underscore a pivotal revelation: the platform can establish a system to monitor commodity quality and live broadcast content compliance using blockchain technology and big data. A live streamer credibility assessment system is envisioned and established, acting as a sentinel to ensure compliance with integrity. Additionally, the platform is equipped with a customer complaint handling system and an emotion monitoring system to capture sensitive information. These mechanisms quickly address customer complaints and anticipate consumer actions and enhance consumer regulation and prevent conflicts.

Keywords: Platform perspective; Live streamer’s integrity; Evolutionary game; Prospect theory; Rank-dependent expected utility theory (search for similar items in EconPapers)
JEL-codes: M1 O3 (search for similar items in EconPapers)
Date: 2024
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s12525-024-00698-z

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