Coordination Mechanisms for Traceable Products in the Context of Live Streaming E-Commerce from the Perspective of Platform, Anchor, and Consumer

Abstract

The meteoric rise of live streaming e-commerce, an emergent form of electronic commerce, is accompanied by frequent occurrences of “live streaming mishaps”. Live streaming’s visual nature offers a more varied and intuitive method for showcasing traceable products, thereby enhancing customer engagement and contracting customers. However, due to the diverging interests, conflicts and contradictions among the stakeholders in traceable products persist, introducing challenges and complexities to its management. We develop an evolutionary game-theoretical model involving three key entities: the platform, anchors (live stream hosts), and consumers. Through the establishment of a payment matrix, we analyze their interactive behaviors and equilibrium states. Additionally, we examine the impacts of key factors on the system and find that platforms and anchors play a pivotal “dual-core” role in traceable product management within the live streaming e-commerce landscape. Moreover, factors such as market attention, anchor characteristics, and consumer dissatisfaction emerge as critical determinants for effective traceable product management. This research contributes valuable insights into enhancing coordination of traceable products in live streaming e-commerce. It offers perspectives on the evolutionary dynamics and strategies for selecting traceable products by platforms, broadcasters, and consumers.