Research On Participant Incentive Mechanism Of Social E-Commerce Platform Based On Principal Agent

With the continuous development of the Internet,new changes have taken place in the mode of e-commerce,and socialized e-commerce has gradually emerged in people’s vision.Users use social networks to shop online,receive goods offline,share shopping experiences,and compare and evaluate related products.Social e-commerce has become a popular ecommerce model in people’s lives.The study of user motivation has also been a hot issue in recent years.The construction of participant incentive models has a profound impact on platform revenue and the development of social e-commerce.Therefore,this article takes individuals participating in the content production and sharing process on social e-commerce platforms as the research object,starting from maximizing the interests of the platform and participants,and using principal-agent theory and fair preference theory as the basic research methods,focusing on analyzing the impact of participants on the output of shared content and platform revenue under the influence of factors such as costs.Platform incentives and fairness preferences.Firstly,aiming at the problem that participants of the social e-commerce platform are not highly motivated to produce and share content,a principal-agent-based incentive model for participants of the social e-commerce platform is proposed to optimize the incentive effectiveness of the social e-commerce platform.The principal-agent theory was applied to deduce the incentive model for output sharing of participants on the social e-commerce platform and analyze the simulation experiment.The experiment proved that the incentive model effectively improved the influence of participants’ willingness to output content sharing,completion rate and expected utility of the platform,thus effectively improving the enthusiasm of participants on the social e-commerce platform to output content sharing.Secondly,aiming at the problems of low quality of output shared by participants of social e-commerce platform and insufficient trust of users to the platform,an optimization incentive model for participants of social e-commerce platform based on multiple principal-agent was proposed.On the basis of considering the multiple principal-agent relationships between social e-commerce platforms and participants as well as the different levels of individual attention to fairness,the equity preference theory was introduced to establish an optimal incentive model for participants’ content sharing.The incentive model is derived and analyzed by simulation experiment,and the optimal degree of fairness preference of participants and the optimal incentive effect of the platform on participants are obtained by experiment verification,so as to greatly improve the quality of output shared by participants and realize the "win-win" result of optimal incentive of social e-commerce platform and maximum output of participants.Finally,based on the problems such as the single incentive method of social e-commerce platform,low participation enthusiasm of users,low quality of output sharing content,and insufficient trust of participants in the platform,combined with the results of the incentive model and experimental analysis of social e-commerce platform participants,Countermeasures and suggestions such as adding incentive methods for participants on social e-commerce platforms,strengthening participants’ enthusiasm,improving participants’ sense of belonging and enhancing users’ trust are put forward.