Study Of The Evolutionary Game Of Knowledge Transfer Networks In Live E-commerce

In recent years,due to the rapid rise of the live broadcast economy,live e-commerce has also gradually become a new engine for economic development in the post-epidemic era.However,anchors often face the dilemma of lack of knowledge during the upgrading and development of live e-commerce.Knowledge transfer with other live streamers,MCN or ecommerce platforms not only enhances their own knowledge but also helps the industry to innovate and develop.This paper investigates the network evolution of knowledge transfer among live ecommerce anchor groups from the perspective of live e-commerce knowledge transfer.To this end,firstly,it compares the relevant theories on knowledge transfer and network evolution game,as well as the relevant literature on live e-commerce marketing methods and consumers'willingness to purchase,to clarify the content and levels of knowledge transfer in live ecommerce.It also summarizes the shortcomings and causes of knowledge transfer in live ecommerce from three aspects:knowledge transfer channels,talent cultivation and industry regulation.Meanwhile,evolutionary game theory is integrated with complex network theory to construct an evolutionary game model of knowledge transfer on a complex network of live ecommerce live streamer groups,and summarize the algorithmic process of knowledge transfer network evolutionary game.Based on this,the evolutionary game theory portrays the strategy selection mechanism of knowledge transfer subjects,and through solving and analyzing the replicated dynamic equations,the correlation between some of the knowledge transfer influencing factors and the evolutionary results is derived;the interaction behavior between live streamers in the knowledge transfer process are portrayed with the complex network theory,thus revealing the evolutionary law of strategy selection for knowledge transfer among the live e-commerce live streamer group.Finally,MATLAB software simulation is used to simulate the knowledge transfer network evolution process,and the effects of network size,knowledge transfer coefficient,knowledge reorganization coefficient and explicit knowledge weight on the evolution of network knowledge transfer behavior are explored respectively.The research demonstrates that in the knowledge transfer process of the live e-commerce live streamer group,the larger the size of the live e-commerce knowledge transfer network,the longer it takes to evolve to stability;knowledge transfer ability and understanding ability have an inverted U-shaped relationship with live streamer knowledge transfer willingness;and the ratio of explicit knowledge has a positive correlation with knowledge transfer willingness.Moreover,live streamer knowledge transfer free-riding benefits will have a reciprocal effect on the evolution of knowledge transfer networks,and a knowledge transfer reward and punishment mechanism should be established to deter the emergence of free-riding.Finally,based on the research results,countermeasures are proposed from each of the three levels of knowledge transfer of live e-commerce:At the level of live e-commerce cultivation of professionals,pay attention to the comprehensive quality improvement of live e-commerce practitioners,especially anchors,and guarantee the supply of high-quality talents for live ecommerce;At the level of knowledge transfer network,smooth internal communication channels to improve the trust between knowledge subjects;At the level of live e-commerce intellectual property management,enhance the awareness of intellectual property protection of anchors and MCN organizations,and improve the level of intellectual property management in the live e-commerce industry.