在直播电子商务中通过三方进化游戏分析进行战略决策.
Yifan Xu1, Jingyu Qi2, Jiahao Kong2
1School of Management, Fudan University, Shanghai, China.
PloS one
|July 10, 2024
概括
本研究分析了直播电子商务,重点关注产品质量和售后服务. 它发现,激励消费者和流媒体以及战略平台利分享是提高质量和避免市场失败的关键.
科学领域:
- 电子商务和市场营销
- 游戏理论和行为经济学
- 消费者行为和供应链管理
背景情况:
- 现场直播电子商务是一个快速增长的市场,在确保产品质量和有效的售后服务方面存在独特的挑战.
- 现有的研究往往忽视了这个动态环境中平台,消费者和流媒体之间的复杂战略互动.
研究的目的:
- 分析电子商务平台,消费者和流媒体在直播电子商务中的战略互动.
- 在这个生态系统中调查影响产品质量和售后服务决策的因素.
- 为利益相关者确定最佳策略,以避免像囚犯困境这样的市场失败.
主要方法:
- 构建一个进化的游戏模型,涉及电子商务平台,消费者和流媒体.
- 分析平衡策略组合的稳定性和影响决策的因素.
- 通过模拟分析验证分析结论.
主要成果:
- 消费者采用严格策略的动机是减少质量问题损失,提高补偿,并增加对严格要求的利益.
- 高品质产品的流媒体选择是通过增加收益,减少质量问题,或相反,减少收益和增加低质量产品的风险来促进的.
- 电子商务平台可以通过调整利分享来避免市场失败,以促进合作并保持消费者和流媒体参与.
结论:
- 所有利益相关方的战略调整对于直播电子商务市场的可持续发展至关重要.
- 该研究为优化实时商业互动策略和决策提供了可操作的见解.
- 了解和管理平台,消费者和流媒体之间的战略演变对于市场健康至关重要.
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