Research On The Supervision Of Live E-Commerce From The Perspective Of Network Ecology

In the era of digital economy,the business model combining live streaming and e-commerce has brought huge consumption power.Of course,while live streaming e-commerce is promoting consumption and activating the market,the problems arising from it are also increasingly apparent.In this thesis,the regulatory ecosystem of live streaming e-commerce is taken as the research framework.Through literature research method and evolutionary game method,the regulatory issues of live streaming e-commerce are studied,the current status and problems of live streaming e-commerce and supervision are analyzed,based on which a three-party game model for the regulatory behavior of live streaming e-commerce is constructed,and regulatory countermeasures and suggestions are proposed according to the elements in the network ecosystem.Policies,regulations,cultural environment and technical conditions of live streaming e-commerce are the ecological environment for its survival and development.Together with merchants,anchors,platforms and users as producers,distributors and consumers,the live streaming e-commerce ecosystem is formed.In the course of its development,the problem of ecological imbalance calls for government supervision departments to intervene as supervisors.However,for government regulators,as an emerging field,live streaming e-commerce still faces regulatory challenges.By establishing a tripartite game model of government regulatory authorities,live streaming e-commerce platforms and consumers,numerical simulation was used to verify the model results.It was found that the state of strict government regulation,compliance operation of live streaming e-commerce platforms,and consumers not participating in supervision and management was an equilibrium and stable state.All three behaviors affect each other.At the same time,each player of the game will have its own key influencing factors.The regulatory cost paid by the government has an impact on its own tendency towards strict supervision.The punishment imposed by the government on platforms violating regulations and the reward given to consumers for reporting will have an impact on the live streaming e-commerce platforms towards compliance.The reduction of the cost of consumers’ participation in supervision and management will increase the probability of participation.Therefore,how to reduce the cost of government supervision and consumer supervision and management can effectively release momentum and alleviate the situation of weak government supervision.Finally,from the perspective of the government,this thesis puts forward countermeasures and suggestions from the social environment,physical environment,regulators’ own system,live streaming e-commerce platforms and consumers.It is hoped that the research of this thesis can provide new ideas and schemes for the optimization of the supervision path of live streaming e-commerce.