Research On Product Quality Supervision Of Live Shopping Based On The Perspective Of Game Theory

With the rapid development of Internet technology and e-commerce,live shopping has become one of the main ways for people to consume daily,and it has also played an active role in increasing employment and promoting China’s economic development.Live shopping has the characteristics of authenticity,interactivity,entertainment,etc.,which not only brings convenience to consumers,but also frequently produces and sells counterfeits,shoddy products and other product quality problems in the explosive development.Although the government has issued a number of governance policies for product quality supervision,due to the large scale of the live streaming e-commerce market,insufficient review of live streaming platforms,low moral level of anchors,and difficulties in consumer rights protection,strengthening the supervision of live shopping product quality has been put on the agenda.This paper first reviews and organizes the research literature related to the quality of live shopping products,and clarifies the division of responsibilities of all parties involved by sorting out the current regulatory status.Secondly,considering the cooperative motivation of the live streaming platform and the anchor,and the impact of consumer rights protection feedback and evaluation on the platform,a game model with the participation of government regulatory departments,live streaming platforms,anchors,consumers and other subjects is constructed,and by analyzing the evolution game path and strategy selection factors of each entity,it is explored which regulatory strategy can improve the quality of live streaming e-commerce products by analyzing the evolution game path and strategy selection factors of each subject.What kind of censorship mechanism does the live streaming platform adopt to make the platform more standardized;What are the influencing factors in the choice of host strategy;How consumers can play their role in regulation to improve the effectiveness of complaint feedback.Finally,combined with the actual data of the official report,Matlab2018 b is used to simulate and analyze the game model.Studies have shown that factors such as the intensity of censorship of live streaming platforms,the level of moral quality of anchors,and the difficulty of consumer rights protection will have different impacts on the choice of regulatory strategies.Government regulatory authorities have intensified supervision to restrain live streaming platforms and anchors,helping to improve product quality;Live streaming platforms should strictly review anchors who settle on the platform,raise the entry threshold,reward high-quality anchors,and increase penalties for offending anchors;Anchors continue to strengthen their professional quality level,improve moral literacy,and cooperate with platform supervision;Consumers choose to actively protect their rights and play a role in product quality supervision.While enriching the relevant research of the live streaming e-commerce industry,this paper also provides a theoretical basis for the increase of live shopping product quality supervision,in order to provide a corresponding basis for the government to formulate relevant live shopping laws and regulations,opens up a new direction for the research of game theory applied to the field of live shopping product quality supervision,can put forward feasible suggestions for the quality supervision of live streaming products,help strengthen multi-party collaborative supervision,improve regulatory efficiency,and further improve consumer shopping satisfaction and protect consumers’ shopping rights and interests.Strengthen the role of consumer supervision.