上海管理科学2025，Vol.47Issue(6)：29-38,10.
动态奖惩机制下"直播+"电商供应链演化博弈分析
Evolutionary Game Analysis of"Live Streaming+"E-Commerce Supply Chain Under Dynamic Incentive-Punishment Mechanisms
摘要
Abstract
To address prevalent issues such as false advertising by live streamers and regulatory chal-lenges in the"live streaming+"e-commerce supply chain,this paper constructs an evolutionary game model involving e-commerce streamers and live streaming platforms under differentiated incen-tive-punishment mechanisms.Strategic interactions and evolutionary stable strategies(ESS)among stakeholders are analyzed,with a focus on key factors shaping the dynamic system's evolutionary trends and ESS under three consumer awareness scenarios(low,medium,high)regarding returns and rights protection.The findings reveal:1)A hybrid mechanism integrating dynamic rewards with static penalties proves optimal for platforms,and moderately stricter penalties more effectively incentivize streamers toward honest practices.2)Higher consumer return awareness temporarily enhances streamer integrity but reduces short-term platform regulatory motivation.3)Long-term market sus-tainability hinges on synergistic collaboration:streamers adhering to honest operations and platforms actively reinforcing oversight.Theoretical insights and policy recommendations are proposed to en-hance governance in"live streaming+"e-commerce ecosystems.关键词
"直播+"电商供应链/奖惩机制/平台监管/演化博弈Key words
"live streaming+"e-commerce supply chain/incentive-punishment mechanisms/plat-form oversight/evolutionary game分类
管理科学引用本文复制引用
王晓锋,王姝宸..动态奖惩机制下"直播+"电商供应链演化博弈分析[J].上海管理科学,2025,47(6):29-38,10.基金项目
国家自然科学基金资助项目(72371068,71832001) （72371068,71832001）
