“种草”与“翻车”：网红直播带货的产品质量问题与治理研究

doi:10.16381/j.cnki.issn1003-207x.2020.1937

Abstract

Abstract:

With the development and expansion of short video live broadcast platforms， online celebrity live-streaming has become a new form of consumer shopping. However， in this process， the problems of poor quality of products with online celebrities and difficulty in protection have also emerged. Based on this background， a tripartite evolutionary game model is used to study the tripartite strategy selection and evolution of internet celebrities， short video live broadcast platforms， and consumers， and further discusses the impact of changes in live broadcast internet celebrities’ risk attitudes on their efforts to selling goods and select products. The innovations of this article are： ①The dual attributes of consumers and the live broadcast platform are considered. ②The benefits that consumers get from online celebrity products are divided into emotional benefits and functional benefits， which is more in line with the existing empirical evidence and facts， and the conclusion proves that emotional benefits will produce more “negative action” in certain situations. ③In the existing evolutionary game literature， few scholars discuss in detail the changes and transitions of equilibrium points under different parameter conditions， while parameter changes which leads to the transition of the equilibrium point often contains profound policy enlightenment.④The risk attitudes of Internet celebrities on the efforts to bring goods is also discussed，which further explains the causes of the quality problems of products brought by Internet celebrities. In addition， it is also found an interesting insight： consumers' strategy choices when facing the quality trouble of online celebrity live broadcast products will be affected by product types. The higher the functional benefit of the product， the more powerful consumers' motivation to defend their rights. This means that not all products are suitable for online celebrity live broadcast mode for sales.It is found that as the functional benefits that consumers obtain from online celebrity products increase， consumers are more inclined to choose active accountability， and as emotional benefits increase， consumers are more inclined to choose passive accountability， this kind of virtual intimacy on the emotional benefits brought by the products partly explain the phenomenon of the current proliferation of online celebrity product quality problems. Secondly， the influence of basic income parameters on the equilibrium state is far more significant than the influence of coefficient parameters. This should be the focus of supervision. Moreover， consumers’ strategy will be affected by product types when they face the quality problems of online celebrities’ live streaming products. The higher the product’s functional benefits， the greater the motivation for consumers to defend their rights. Finally， the risky attitudes of live streaming internet celebrities will affect their attitudes of product selection. And as the effort to bring goods， risk-averse Internet celebrities' efforts to sell goods and select products are lower than those under certain circumstances.

Key words: shopping field, online celebrity live marketing, product quality, evolutionary game

CLC Number:

F830.9

Yan-lu GUO,Gong-li LUO,Gui-sheng HOU, et al. “Good Shopping Decisions” and “Bad Shopping Decisions”: Research on the Quality Issues and Governance of Internet Celebrity Live Marketing[J]. Chinese Journal of Management Science, 2023, 31(10): 162-174.

Figures/Tables 15

策略组合	直播网红	直播平台	消费者
严格,积极,积极	$A - q 1 F 1 - α 1 S 1$	$η 1 A - λ 1 S 1$	$G - q 1 S 1 + B 1$
严格,积极,消极	$A - q 1 F 1$	$η 1 A$	$E - q 1 S 2 + B 2$
严格,消极,积极	$A - q 1 F 2 - α 1 S 1$	$η 2 A - λ 2 S 1$	$G - q 1 S 1$
严格,消极,消极	$A - q 1 F 2$	$η 2 A$	$E - q 1 S 2$
宽松,积极,积极	$H - q 2 F 1 - α 2 S 1$	$η 1 H - λ 1 S 1$	$G - q 2 S 1 + B 1$
宽松,积极,消极	$H - q 2 F 1$	$η 1 H$	$E - q 2 S 2 + B 2$
宽松,消极,积极	$H - q 2 F 2 - α 2 S 1$	$η 2 H - λ 2 S 1$	$G - q 2 S 1$
宽松,消极,消极	$H - q 2 F 2$	$η 2 H$	$E - q 2 S 2$

均衡点	均衡点对应的特征根
$R 1 (0,0, 0)$	$θ 11 = A - H - F 2 (q 1 - q 2), θ 12 = H (η 1 - η 2), θ 13 = G - E - q 2 (S 1 - S 2)$
$R 2 (0,0, 1)$	$θ 21 = A - H - F 2 (q 1 - q 2) - S 1 (α 1 - α 2), θ 22 = H (η 1 - η 2) - S 1 (λ 1 - λ 2), θ 23 = - [G - E - q 2 (S 1 - S 2)]$
$R 3 (0,1, 0)$	$θ 31 = A - H - F 1 (q 1 - q 2) - S 1 (α 1 - α 2), θ 32 = - H (η 1 - η 2), θ 33 = G - E - q 2 (S 1 - S 2) - (B 2 - B 1)$
$R 4 (1,0, 0)$	$θ 41 = - [A - H - F 2 (q 1 - q 2)], θ 42 = A (η 1 - η 2), θ 43 = G - E - q 1 (S 1 - S 2)$
$R 5 (1,1, 0)$	$θ 51 = - [A - H - F 1 (q 1 - q 2)], θ 52 = - A (η 1 - η 2), θ 53 = G - E - q 2 (S 1 - S 2) - (B 2 - B 1)$
$R 6 (1,0, 1)$	$θ 61 = - [A - H - F 2 (q 1 - q 2) - S 1 (α 1 - α 2)], θ 62 = A (η 1 - η 2) - S 1 (λ 1 - λ 2), θ 63 = - [G - E - q 1 (S 1 - S 2)]$
$R 7 (0,1, 1)$	$θ 71 = A - H - F 1 (q 1 - q 2) - S 1 (α 1 - α 2), θ 72 = - [H (η 1 - η 2) - S 1 (λ 1 - λ 2)], θ 73 = - [G - E - q 2 (S 1 - S 2) - (B 2 - B 1)]$
$R 8 (1,1, 1)$	$θ 81 = - [A - H - F 1 (q 1 - q 2) - S 1 (α 1 - α 2)], θ 82 = - [A (η 1 - η 2) - S 1 (λ 1 - λ 2)], θ 83 = - [G - E - q 1 (S 1 - S 2)]$

均衡点为ESS	$R 3 (0,1, 0)$	$R 5 (1,1, 0)$	$R 7 (0,1, 1)$	$R 8 (1,1, 1)$	其他情况说明
$R 3 (0,1, 0)$	——	$(?, -, ?)$	$(+, ?, +)$	$(+, ?, ?)$	$R 7, R 8$ 不稳定
$R 5 (1,1, 0)$	$(?, -, -)$	——	$(?, ?, +)$	$(?, ?, ?)$	$R 7$ 不稳定
$R 7 (0,1, 1)$	$(+, -, +)$	$(-, -, +)$	——	$(+, ?, ?)$	$R 3, R 5, R 8$ 不稳定
$R 8 (1,1, 1)$	$(+, -, ?)$	$(-, -, ?)$	$(-, ?, ?)$	——	$R 3$ 不稳定

关键参数变动	均衡状态转变	关键参数变动	均衡状态转变
$A : 2 → 5$	$(0,1, 0) → (1,1, 0)$	$S 2 : 3 → 7$	$(1,1, 1) → (1,1, 0)$
$H : 5 → 7, G = 5$	$(1,1, 0) → (0,1, 0)$	$G : 5 → 11$	$(1,1, 0) → (1,1, 1)$
$H : 4 → 9, G = 13$	$(1,1, 1) → (0,1, 1)$	$E : 1 → 3$	$(1,1, 1) → (1,1, 0)$
$S 1 : 3 → 7$	$(1,1, 1) → (1,1, 0)$	$F 1 = 15, q 2 : 0.7 → 0.9$	$(0,1, 0) → (1,1, 0)$

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“Good Shopping Decisions” and “Bad Shopping Decisions”: Research on the Quality Issues and Governance of Internet Celebrity Live Marketing

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