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

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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.

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The data used to support the findings of this study are available from the corresponding author upon request.

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Funding

This research is supported by the Key Program of the National Social Science Fund of China (Grant No. 20AGL019), Zhejiang Provincial Natural Science Foundation of China (Grant No. LY22G010004), as well as Zhejiang Gongshang University “digital +” discipline construction key project (Grant No. SZJ2022B019).

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Authors and Affiliations

  1. School of Business Administration, Zhejiang Gongshang University, Hangzhou, 310018, China

    Jun Fan, Lijuan Peng & Guodong Cong

  2. School of Statistics and Mathematics, Zhejiang Gongshang University, Hangzhou, 310018, China

    Tinggui Chen

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  1. Jun Fan
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  2. Lijuan Peng
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  3. Tinggui Chen
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  4. Guodong Cong
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Correspondence to Tinggui Chen.

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Fan, J., Peng, L., Chen, T. et al. Regulation strategy for behavioral integrity of live streamers: From the perspective of the platform based on evolutionary game in China. Electron Markets 34, 21 (2024). https://doi.org/10.1007/s12525-024-00698-z

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