Research On Knowledge Sharing Between Brand Enterprises And Consumers In The Context Of Live E-commerce

With the rise of "consumer sovereignty" and knowledge economy,knowledge has become an important resource for brand enterprises to develop rapidly,innovate and gain competitive advantages.Only with rich knowledge resources and strong knowledge sharing and knowledge innovation capabilities can brand enterprises achieve first-mover competitive advantages in the ever-changing market competition environment.At the same time,the vigorous development of Internet technology has made the interaction and communication among people increasingly frequent and efficient,and the role played by consumers and their consumption behavior patterns have also changed,with consumers gradually changing from value recipients to value co-creators and realizing value co-creation through knowledge sharing behavior.Live ecommerce has gradually become a popular sales channel for brand companies because of its indepth real-time,strong interactivity and rich media form of product display,which creates an irmnersive sense of reality and rich real-time shopping experience for consumers,and in the context of live e-commerce,consumer knowledge sharing brings huge business opportunities for the development of brand companies.Therefore,exploring the influencing factors of consumers’ knowledge sharing willingness helps to gain insight into the inner mechanism of consumers’ knowledge sharing behavior and guide brand enterprises to tap into consumers’knowledge resources;exploring the evolutionary process of brand enterprises’ knowledge sharing decision with consumers helps to promote brand enterprises’ knowledge sharing with consumers,improve the level of enterprise knowledge innovation and product iteration,and enhance the core competitiveness and sustainable competitive advantage of enterprises.From the perspective of knowledge sharing,this paper combs through the literature related to live e-commerce and knowledge sharing,and develops a systematic analysis of knowledge sharing between brand companies and consumers based on the characteristics of live e-commerce,the connotation of knowledge sharing,evolutionary game theory,TAM and D&M models.Based on the previous research results,we construct a model of factors influencing the knowledge sharing willingness of live e-commerce consumers,collect data with the help of questionnaires,and conduct empirical analysis with SPSS software to obtain relevant influencing factors.On this basis,based on the evolutionary game theory,the evolutionary game model between brand enterprises and consumers is constructed to analyze the strategy stability and equilibrium point of the game system and reveal the evolutionary law of strategy choice among game subjects.Finally,MATLAB software is used to simulate the evolutionary process of knowledge sharing and explore the influence of evaluation coefficient,cost coefficient,resource coefficient and consumer experience sense system and trust coefficient on the evolutionary process of knowledge sharing decision behavior.The study shows that in the process of knowledge sharing between brand enterprises and consumers,the higher the evaluation coefficient,resource coefficient,sense of consumer experience and emotional benefits,the more brand enterprises or consumers tend to share positively,and the higher the cost coefficient and lost benefits due to loss of knowledge exclusivity,the more brand enterprises and consumers tend to share negatively.Therefore,based on the research results,for consumers,measures such as enhancing consumer trust,constructing consumer knowledge management system and improving consumer knowledge sharing evaluation mechanism can enhance consumers’ willingness to share knowledge and promote consumer knowledge sharing,so that consumers can enjoy personalized services,obtain satisfactory products,contribute knowledge skills and gain a sense of accomplishment and honor in the process of knowledge sharing;for brand enterprises,establishing reasonable incentive mechanisms and information sharing mechanisms,holding knowledge sharing and preferential activities,strengthening content output and overall image dissemination,etc.can promote knowledge sharing of brand enterprises and strengthen interaction and communication with consumers,so that brand enterprises can improve service quality,reduce R&D and innovation costs and improve innovation and R&D efficiency in the process of knowledge sharing.