网络外部性下直播电商优惠券决策的演化博弈分析

Evolutionary Game Analysis of Live E⁃Commerce Couponing Decisions Considering Network Externalities

针对直播电商中电子优惠券的促销场景下参与主体的有限理性行为,考虑网络外部性和主播努力水平对优惠券促销的影响作用,运用演化博弈对商家电子优惠券投放策略和消费者购买决策的交互进行研究。结果表明,在满足演化稳定条件的赋值下,商家的促销策略随消费者购买产品概率的增加而逐渐稳定为“发放优惠券”。商家直接网络外部性强度越小、消费者交叉网络外部性强度越大、主播努力水平越低,越能快速增加商家发放优惠券的倾向。消费者直接网络外部性强度越大、商家交叉网络外部性强度越小、主播努力水平越高,越能有效激励消费者向购买产品行为演化。建议商家优化直播购物体验,提高推广和促销的精准性,简化优惠券规则,制定合理的主播激励机制。

The interaction between the merchant’s coupon distribution strategy and the consumer’s purchase decision is investigated by using an evolutionary game to consider the influence of network externalities and the level of anchor effort on the coupon promotion in the promotion scenario of live e-commerce. The results show that the merchant’s promotion strategy gradually stabilizes to " issue coupons" with the increase of consumers’ probability of purchasing products under the assignment of evolutionary stability conditions. The lower the intensity of merchant direct network externality,the higher the intensity of consumer cross-network externality,and the lower the level of anchor effort,the faster the evolution of the merchant’s decision to issue coupons. The higher the intensity of direct consumer network externalities,the lower the intensity of cross-network externalities of merchants,and the higher the level of anchor effort,the more effective the incentive for consumers to evolve toward product purchase behavior. It is recommended that merchants optimize the live shopping experience,improve the precision of promotions and promotions,simplify coupon rules,and develop reasonable anchor incentives.