Skip to main content
Log in

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

  • Research Paper
  • Published:
Electronic Markets Aims and scope Submit manuscript

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.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Subscribe and save

Springer+ Basic
EUR 32.99 /Month
  • Get 10 units per month
  • Download Article/Chapter or Ebook
  • 1 Unit = 1 Article or 1 Chapter
  • Cancel anytime
Subscribe now

Buy Now

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Fig. 1
Fig. 2
Fig. 3
Fig. 4
Fig. 5
Fig. 6
Fig. 7
Fig. 8
Fig. 9
Fig. 10
Fig. 11
Fig. 12
Fig. 13
Fig. 14
Fig. 15
Fig. 16
Fig. 17
Fig. 18
Fig. 19
Fig. 20

Similar content being viewed by others

Data availability

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

References

  • Abhishek, V., Jerath, K., & Zhang, Z. J. (2016). Agency selling or reselling? Channel structures in electronic retailing. Social Science Electronic Publishing, 62(8), 2259–2280. https://doi.org/10.2139/ssrn.2013720

    Article  Google Scholar 

  • Bai, S., Liu, Z., & Lv, Y. (2022). Evolutionary game analysis of consumer complaint handling in E-commerce. Complexity, 19(4), 1–20. https://doi.org/10.1155/2022/3792080

    Article  CAS  Google Scholar 

  • Chen, C. Z., & Liu, J. (2017). Problems and system construction in the supervision of online hosts. Exploration, 23(6), 136–145. https://doi.org/10.16501/j.cnki.50-1019/d.2017.06.019

    Article  Google Scholar 

  • Chen, J., & Li, W. (2019). Construction and perfection of the responsibility of third-party platform providers of the online food trade in China. Biotechnology Law Report, 38(5), 294–302. https://doi.org/10.1089/blr.2019.29138.wl

    Article  MathSciNet  Google Scholar 

  • Deng, J. L. (2020). Strengthening the soft constraint on live streaming. People’s Forum, 23, 60–61.

    Google Scholar 

  • Fowler, J. H., & Christakis, N. A. (2010). Cooperative behavior cascades in human social networks. Proceedings of the National Academy of Sciences, 107(12), 5334–5338. https://doi.org/10.1073/pnas.0913149107

    Article  ADS  Google Scholar 

  • Fu, T. (2016). The evolutionary game research on quality control of online shopping products. Shandong University.

    Google Scholar 

  • Fürstenau, D., Auschra, C., Klein, S., & Gersch, M. (2019). A process perspective on platform design and management: Evidence from a digital platform in health care. Electronic Markets, 29(4), 581–596. https://doi.org/10.1007/s12525-018-0323-4

    Article  Google Scholar 

  • Gao, B. (2019). The research on credit mechanism of E-commerce merchants. Central University of Finance and Economics.

    Google Scholar 

  • Gu, Y. (2020). Research on the impact of E-commerce live streaming on consumer purchase decision. Price Theory and Practice, 2, 124–127. https://doi.org/10.2991/978-94-6463-024-4_87

  • Hensher, D. A., & Li, Z. (2012). Valuing travel time variability within a rank-dependent utility framework and an investigation of unobserved taste heterogeneity. Journal of Transport Economics & Policy, 46(2), 293–312.

    Google Scholar 

  • Jin, S. V., & Ryu, E. (2020). I’ll buy what she’s wearing: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce. Journal of Retailing and Consumer Services, 55, 1–15. https://doi.org/10.1016/j.jretconser.2020.102121

    Article  Google Scholar 

  • Katz, M. L., & Shapiro, C. (1985). Network externalities, completion, and compatibility. The American Ecomonics Review, 75(3), 424–440.

    Google Scholar 

  • Li, B., Wen, D., & Shi, X. (2015). Research on product quality control in Chinese online shopping: Based on the uncertainty mitigating factors of product quality. Total Quality Management & Business Excellence, 26(5), 602–618. https://doi.org/10.1080/14783363.2013.865917

    Article  Google Scholar 

  • Li, H., & Ren, X. C. (2010). Collaborative governance research from the perspective of good governance. Science and Management, 30(6), 55–58. CNKI:SUN:JXYG.0.2010-06-013.

    ADS  CAS  Google Scholar 

  • Li, M. L. (2019). On the supervision mechanism of online live streaming platforms: A new perspective from the gatekeeper theory. Administrative Law Research, 4, 123–132.

    Google Scholar 

  • Li, X. (2020). The responsibility allocation problem of “Internet celebrity with goods.” China Market Regulation Research, 5, 24–25. CNKI:SUN:GOGY.0.2020-05-007.

    ADS  Google Scholar 

  • Li, Y. L., Liu, C., & Fan, N. Y. (2020). A value measurement model of network externalities on crowdfunding platforms. Journal of Management Sciences in China, 23(6), 44–58. CNKI:SUN:JCYJ.0.2020-06-005.

    Google Scholar 

  • Liang, X., Dai, T., & Wang, W. (2022). The danger and opportunity of “live broadcast+e-commerce” marketing model. Enterprise Management, 7, 1–5. https://doi.org/10.3969/j.issn.1009-2994.2018.06.044

    Article  Google Scholar 

  • Liu, R., & Jing, H. (2018). The co-governance model of live streaming governance: An angle based on policy network analysis. Chinese Journal of Journalism & Communication, 25, 33–49.

    Google Scholar 

  • Liu, S. Z. (2020). Thoughts on the legal nature of internet celebrity “live streaming.” China Market Regulation Research, 5, 21–23.

    Google Scholar 

  • Mei, A., & Hou, Z. (2021). Standardized governance of e-commerce live broadcasting in “live broadcasting+.” E-Government, 3, 1–10.

    Google Scholar 

  • Meng, L., Liu, F. J., & Chen, S. Y. (2020). Can I arouse you-study on the influence mechanism of different types of live internet celebrity information source characteristics on consumers’ purchase intention. Nankai Management Review, 23(1), 131–143. CNKI:SUN:LKGP.0.2020-01-013.

    Google Scholar 

  • Meng, X. (2022). Supervision strategy analysis on price discrimination of e-commerce company in the context of big data based on four-party evolutionary game. Complexity, 18(5), 1–18. https://doi.org/10.1155/2022/2900286

    Article  Google Scholar 

  • Meng, Y. (2020). Research on the regulation of commercial propaganda behavior of hosts in live streaming. People’s Forum, 25, 116–119.

    Google Scholar 

  • Pan, X. Q. (2021). The development status and governance mechanism of online live streaming E-commerce in China-based on the statistical analysis of 2020 Kuaishou live streaming data. Academic Exchange, 6, 100–109.

    Google Scholar 

  • Puaschunder, J. M. (2017). Ethical decision making under social uncertainty: An introduction to berethicality. Sustainable Production and Consumption, 12, 78–89. https://doi.org/10.1016/j.spc.2017.5.005

    Article  Google Scholar 

  • Quiggin, J. (1991). Comparative statics for rank-dependent expected utility theory. Journal of Risk and Uncertainty, 4(4), 339–350. https://doi.org/10.1007/BF00056160

    Article  Google Scholar 

  • Rochet, J., & Tirole, J. (2003). Platform competition in two-sided markets. Journal of the European Economic Association, 4(1), 990–1029. https://doi.org/10.1162/154247603322493212

    Article  Google Scholar 

  • Song, L. L., & Huang, Y. Z. (2020). “Change” and “constant”: Inspection and exploration of problems in E-commerce live streaming supervision. Henan Social Sciences, 28(12), 106–114.

    Google Scholar 

  • Starmer, C. (2002). Developments in non-expected utility theory: The hunt for a descriptive theory of choice under risk. Journal of Economic Literature, 38(2), 332–382. https://doi.org/10.1257/jel.38.2.332

    Article  Google Scholar 

  • Tan, J., & Zhao, X. (2022). Firms’ technological strategies in an innovation ecosystem: A dynamic inter-cation between leading firms and following firms based on evolutionary game theory and multi-agent simulation. Journal of Management Sciences in China, 25(5), 13–28. https://doi.org/10.19920/j.cnki.jmsc.2022.05

    Article  Google Scholar 

  • Tversky, A., & Kahneman, D. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47(2), 263–291. https://doi.org/10.2307/1914185

    Article  MathSciNet  Google Scholar 

  • Wang, J. B., & Wu, Y. C. (2021). Innovative mechanism of live streaming E-commerce governance from the perspective of symbiosis. Modernization of Management, 5, 44–46. https://doi.org/10.19634/j.cnki.11-1403/c.2021.05.011

    Article  Google Scholar 

  • Wang, X., & Lin, M. (2022). The governance mechanisms construction of “roll-over” events in live streaming e-commerce. Business Management Journal, 44(2), 1–14.

    CAS  Google Scholar 

  • Wen, D., Yan, D., Sun, X., & Chen, X. (2021). Evolutionary game analysis of online shopping quality control: The roles of risk attitude and government supervision. Complexity, 18, 1–18. https://doi.org/10.1155/2021/5531076

    Article  ADS  Google Scholar 

  • Wen, Y., & Wang, Y. (2022). Optimal service contract design for E-commerce platforms under cost information asymmetry of dual-channel manufacturers. China Management Science, 30(5), 248–262.

    Google Scholar 

  • Wu, Y., & Geylani, T. (2020). Regulating deceptive advertising: False claims and skeptical consumers. Marketing Science, 39(4), 788–806. https://doi.org/10.1287/mksc.2020.1221

    Article  Google Scholar 

  • Xie, S. (2007). Economics game. Fudan University Press.

    Google Scholar 

  • Xu, X. D. (2018). The development status, governance landscape and countermeasures of online live broadcasting in China. Jinan Journal (Philosophy and Social Sciences Edition), 40(3), 70–81. https://doi.org/10.3969/j.issn.1000-5072.2018.03.006

    Article  Google Scholar 

  • Xu, X., & Hu, Y. (2022). Analysis of the factors of flopped live-streaming e-commerce and research on compensation strategies for consumers’ emotion. China Business & Trade, 12, 1–4. https://doi.org/10.19699/j.cnki.issn2096-0298.2022.12.030

    Article  Google Scholar 

  • Yang, Z. J. (2010). Research on multi-center collaborative governance model: Based on three content investigations. Journal of Nanjing Municipal Party School of CPC, 15(3), 42–49. CNKI:SUN:ZGNB.0.2010-03-009.

    Google Scholar 

  • You, C. (2020). Law and policy of platform economy in China. Computer Law & Security Review, 39, 1–10. https://doi.org/10.1016/j.clsr.2020.105493

    Article  Google Scholar 

  • Yu, J., & Wei, C. H. (2015). Multi-subject collaborative governance: The logical path of state governance modernization. Seeking Truth, 21(4), 63–69. https://doi.org/10.3969/j.issn.1007-8487.2015.04.009

    Article  Google Scholar 

  • Zeng, Y., & He, F. (2017). Feature analysis and government countermeasures of live video streaming in China. Research on Library Science, 6, 57–60. CNKI:SUN:TSSS.0.2017-06-009.

    Google Scholar 

  • Zhang, M. (2023). Evolutionary game theory brings new developments in social behavior research. China Social Sciences Journal, 8, 1–4.

    ADS  Google Scholar 

  • Zhang, T. (2017). On the government regulation mechanism of live network performance in China. Administration and Law, 5, 12–21. https://doi.org/10.3969/j.issn.1007-8207.2017.05.003

    Article  Google Scholar 

  • Zhang, Y. H., Lu, S., & Liu, B. (2012). Factors affecting information quality in user information interaction process. Information Theory and Practice, 35(6), 12–15. CNKI:SUN:QBLL.0.2012-06-004.

    Google Scholar 

  • Zhang, Y. R., & Yan, X. T. (2021). On the new marketing model of “E-commerce + live streaming.” Academic Exchange, 4, 100–110. https://doi.org/10.3969/j.issn.1000-8284.2021.04.010

    Article  Google Scholar 

  • Zhao, D. Z., Hao, J. Q., & Yang, J. (2020). Evolutionary game analysis of three parties in sharing economy considering platform network externality. Control and Decision, 35(7), 1741–1750. https://doi.org/10.13195/j.kzyjc.2018.1296

    Article  Google Scholar 

  • Zheng, L. N. (2022). Mobile live broadcasting empowers traditional media client strategy analysis - Taking “people’s daily” mobile live broadcasting platform “people’s live” as an example. News Communication, 1, 1–2.

    Google Scholar 

  • Zheng, S., Su, D., Wang, S., & Shang, W. (2020). Research on revenue sharing mode of live broadcast reward. Systems Engineering-Theory & Practice, 40(5), 1221–1228. https://doi.org/10.12011/1000-6788-2018-2200-08

    Article  Google Scholar 

Download references

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).

Author information

Authors and Affiliations

Authors

Corresponding author

Correspondence to Tinggui Chen.

Additional information

Responsible Editor: Samuel Fosso Wamba

Publisher's note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Supplementary information

Below is the link to the electronic supplementary material.

Supplementary file1 (DOCX 394 KB)

Rights and permissions

Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

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

Download citation

  • Received:

  • Accepted:

  • Published:

  • DOI: https://doi.org/10.1007/s12525-024-00698-z

Keywords

JEL Classification

Navigation