经济与管理2024，Vol.38Issue(2)：49-57,9.
电商直播带货治理模式的结构、成效与转变
Structure,Effectiveness,and Transformation of the Governance Mode for E-Commerce Live-Streaming Sales:From the Lens of Transaction Cost Theory
摘要
Abstract
In e-commerce livestreaming marketing,the governance mode is conducive to alignment among all sides and is not condu-cive to reciprocity among them in transactions.First,from the lens of transaction cost theory,the principle of relationship among trans-action attribution and conduct,governance mode selection,and transaction performance for e-commerce live streaming marketing are explored.Second,network economics is also used for reference to explain the formation mechanism of turnover guide and low reciproci-ty.Third,mathematical model demonstration and case datum analysis are carried out.The following are found in the research.First,bilateral governance between each side in the transaction and trilateral arbitration from an e-commerce platform bring effective differ-ence alignment,which relieves the pressure of alignment between each side in the transaction from deep differences of supply and de-mand and restrains the rise of the transaction cost.Second,the monopoly and turnover guide distorts the allocation mechanism and leads to a shortage of mutual benefit.Thus effort to deepen the difference between supply and demand is weakened,which restrains the release of potential consumption utility.And boundedness of limited rationality is magnified and opportunism behavior is induced.Long-term increases in performance will finally be harmed.It's suggested to form a guide of utility quantity and adopt an allocation scheme of excess return division plus a moderate listing fee for the streamer,MCN,and e-commerce platform.Streamers should devel-op professional and subdivided services for live-streaming marketing.The brand merchant should invest more in differentiation and pay more attention to the professional and subdivided service of live-streaming marketing.关键词
电商/直播带货/治理模式/差异对齐/互惠Key words
e-commerce/live-streaming sales/governance mode/difference alignment/reciprocity分类
管理科学引用本文复制引用
常耀中..电商直播带货治理模式的结构、成效与转变[J].经济与管理,2024,38(2):49-57,9.基金项目
湖南省社会科学基金一般项目(22YBA163) （22YBA163）
