Product Quality Governance Of Livestreaming E-commerce Under Multiple Co-governance Framework

With the penetration of Internet technology in all fields of national economy,e-commerce has become one of the most important economic formats today.The new e-commerce formats represented by livestreaming e-commerce,which opened a new round of consumption mode upgrading,has become a new growth point for unleashing consumption potential during the"13th Five-Year Plan" period.According to the "Research Report on China’s Livestreaming Ecommerce Industry in 2021" released by iResearch,the number of livestreaming e-commerce users in China has reached 388 million by the end of 2020,accounting for 39.2%of the overall Internet users.From 2017 to 2020,the industry penetration rate of livestreaming e-commerce has increased from 0.5%to 10.6%,and the market turnover has increased from 36.6 billion yuan to 1,237.9 billion yuan,with a CAGR as high as 223.4%,which is much higher than that of traditional e-commerce.Livestreaming e-commerce has become a new engine driving the development of E-commerce industry and even the dual circulation strategy in China.However,while applauding the achievements of livestreaming e-commerce,we should also clearly see that this business format has become the "grey territory" of product quality problems and the"disaster area" of consumer complaints.The product quality problem has become the "pain point,difficulty,and blocking point" that livestreaming e-commerce urgently needs to solve,and the transition from "rapid growth" to "high-quality development" has become an inherent requirement and urgent need for the sustainable development of this new business format.How to establish a product quality governance model suitable for livestreaming e-commerce has also become a great challenge for the government at present,and the multiple co-governance framework with effective government supervision,industry autonomy and social cogovernance has become an important direction to explore the regulatory innovation of this new business format.Focusing on product quality governance of livestreaming e-commerce under multiple cogovernance framework,this dissertation mainly includes the following research contents:(1)Research on product quality governance model of livestreaming e-commerce under multiple co-governance framework.The concept of "product quality" of livestreaming ecommerce is redefined,and the connotations of "product quality" and "product quality problems" are further extended,so that issues such as untrustworthiness of livestreaming service provider and distorted evaluation of consumer are integrated into the study of product quality governance.Based on the dual role structure of "governance subject-responsible subject",the roles of government regulatory agency,platform,livestreaming service provider,merchant,and consumer are clarified,and a theoretical model of product quality governance of livestreaming e-commerce under multiple co-governance framework is constructed.(2)Game analysis on the trust dilemma of livestreaming e-commerce.From the perspective of "government regulation" in the research logic of " government regulationindustry autonomy-social co-governance",a three-party game model of government regulatory agency,livestreaming service provider and consumer is established in view of the increasingly serious untrustworthiness problem of livestreaming service provider,and the influence of key factors such as credit mechanism,consumer co-governance cost,and government supervision cost on the evolutionary stability strategy(ESS)is discussed.(3)Game analysis on product quality governance of livestreaming e-commerce from the perspective of industry autonomy.From the perspective of "industry autonomy",a three-party game model of platform,livestreaming service provider and merchant is established,and the influence of key factors such as reputation mechanism,platform penalty,and cost factors on the ESS is discussed.This study explores the internal mechanism and realization path of platform and livestreaming service provider as "governance subject",and reveals the core role of the platform and livestreaming service provider in product quality governance of livestreaming e-commerce.(4)Game analysis on product quality governance of livestreaming e-commerce considering consumer feedback mechanism.From the perspective of "social co-governance",a four-party game model of government regulatory agency,platform,merchant,and consumer is established comprehensively considering the positive and negative effects of consumer feedback mechanism under the dual role of "governance subject+responsible subject".This study first discusses the interaction between different players’ strategy choices,and then explores the influence of key factors such as consumer online comment reputation mechanism,consumer distortion comment factors,consumer rights protection probability and penalty mechanism on the ESS.Comprehensively considering the characteristics of product quality governance in the new e-commerce format,this dissertation establishes a theoretical model of product quality governance of livestreaming e-commerce under multiple co-governance framework.In addition,in accordance with the research logic of " government regulation-industry autonomy-social cogovernance",this dissertation constructs three multi-party game models,and discusses the internal mechanism and realization path of multiple subjects participating in the product quality governance of livestreaming e-commerce.The research results reveal the core role of the platform and livestreaming service provider,clarify the "double-edged sword" role of reputation mechanism under the uncertainty of consumer feedback,verify the limited role of punishment mechanism,and emphasize the importance of cost factors in product quality governance of livestreaming e-commerce.Finally,suggestions are put forward for all parties to play a more effective role in promoting the "high-quality development" of livestreaming ecommerce.This is the first systematic thinking on product quality governance of livestreaming e-commerce,and the research findings not only contribute to extending the current product quality governance theory of online shopping,but also bring important inspiration for the construction of a new multiple co-governance framework of product quality that is suitable for livestreaming e-commerce.