Research On Incentive Mechanism Of Live Broadcasting Service Outsourcing Under Asymmetric Information

With the rapid development of the e-commerce live streaming industry,more and more enterprises choose to carry out live streaming services to adapt to market changes.With the continuous professionalization and maturity of the live streaming mode,when an enterprise chooses to start the live streaming business,it is difficult to compare the advantages of enterprise self broadcasting with professional live streaming companies in the early development of the live streaming industry.Therefore,outsourcing live streaming services to professional live streaming companies has become the best choice for most enterprises.However,in the process of outsourcing live streaming services,enterprises may face the problem of live streaming companies concealing their own information or being lazy during the live streaming process,thereby harming the interests of the enterprise.It can be seen that in the outsourcing of live streaming services,it is crucial for enterprises to provide a reasonable design incentive contract for live streaming companies.In summary,the research on enterprise live streaming service outsourcing has certain practical significance.However,there are few existing studies involving enterprise live streaming service outsourcing.At present,scholars mostly use empirical methods to study e-commerce live streaming,with a relatively simple method.The research content is mainly about the impact of live streaming on consumers’ purchase intention and the impact mechanism.In addition,a small number of scholars have focused their research on the supply chain composed of suppliers,live streaming platforms,live streaming companies,and other entities,and have conducted research on pricing issues and mode selection issues in the supply chain.Few studies have focused on service outsourcing issues in the live streaming industry.Considering the above situation,based on the principal-agent theory,it has certain theoretical and practical significance to study the incentive contract in enterprise live streaming service outsourcing.This study involves a service outsourcing supply chain composed of live streaming companies and enterprises.When faced with two different situations in live streaming service outsourcing,namely,moral hazard issues and adverse selection issues,how can enterprises provide optimal contracts to encourage live streaming companies to achieve the best level of effort and maximize corporate benefits.On this basis,we further consider how enterprises can provide the best incentive contract to address moral hazard issues and adverse selection issues when there are financial constraints on live streaming companies,and study the impact of high market share of live streaming companies and their risk aversion on on the best contract.After research and analysis,it is found that: 1)When live streaming companies do not consider financial constraints,under dual information asymmetry,enterprises adjust downward the fixed payments for two types of live streaming companies as the market share of companies with high live streaming capabilities increases,as well as the unit product sales incentive amount and live streaming time for companies with low live streaming capabilities.2)When considering the financial constraints of live streaming companies,although enterprises are not aware of the capabilities of live streaming companies,they will adjust the fixed payment,unit product sales incentive amount,and live streaming time for companies with high live streaming capabilities upward as their market share increases,and adjust the fixed payment for companies with low live streaming capabilities downward.3)Regardless of whether the financial constraints of the live streaming company are considered or not,compared to the optimal contract under moral hazard,the optimal contract under the coexistence of moral hazard and adverse selection will be distorted.4)Without considering the financial constraints of live streaming companies,companies with high live streaming capacity under dual information asymmetry use information advantages to obtain information rent;When considering the financial constraints of live streaming companies,companies with low live streaming capacity under dual information asymmetry use information advantages to obtain information rent.Based on the above conclusions,the following management implications can be summarized: enterprises make full use of market research to understand existing market conditions;Enterprises should have the ability to respond to market changes in a timely manner to adjust contract design;Live streaming companies should actively disclose their true capabilities.