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

Author

Listed:
  • Jun Fan

    (Zhejiang Gongshang University)

  • Lijuan Peng

    (Zhejiang Gongshang University)

  • Tinggui Chen

    (Zhejiang Gongshang University)

  • Guodong Cong

    (Zhejiang Gongshang University)

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.

Suggested Citation

  • Jun Fan & Lijuan Peng & Tinggui Chen & Guodong Cong, 2024. "Regulation strategy for behavioral integrity of live streamers: From the perspective of the platform based on evolutionary game in China," Electronic Markets, Springer;IIM University of St. Gallen, vol. 34(1), pages 1-17, December.
    • Handle: RePEc:spr:elmark:v:34:y:2024:i:1:d:10.1007_s12525-024-00698-z
    DOI: 10.1007/s12525-024-00698-z
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    References listed on IDEAS

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    Cited by:

    1. Yifan Xu & Jingyu Qi & Jiahao Kong & Weisi Zhang, 2024. "Strategic decision making in live streaming e-commerce through tripartite evolutionary game analysis," PLOS ONE, Public Library of Science, vol. 19(7), pages 1-32, July.
    2. Benedict Jun Ma & Samuel Shuai Liu & George Q. Huang & Chi-To Ng, 2025. "How does consumer quality preference impact blockchain adoption in supply chains?," Electronic Markets, Springer;IIM University of St. Gallen, vol. 35(1), pages 1-16, December.

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    More about this item

    Keywords

    Platform perspective; Live streamer’s integrity; Evolutionary game; Prospect theory; Rank-dependent expected utility theory;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • O3 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights

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