平台服务支持下移动短视频用户创作行为演化博弈分析

Evolutionary Game Analysis of Mobile Short Video User Creation Behavior under the Support of Platform Service

[目的/意义]旨在帮助平台更有针对性地刺激用户行为负责任化,提高平台内容质量,促进平台发展可持续及社会价值实现。[方法/过程]分析短视频平台服务支持对用户创作行为有引导作用的因素和影响效果,构建短视频平台服务支持下用户间的创作行为演化博弈模型,分析其动态演化过程和均衡策略,并运用MATLAB进行仿真分析。[结果/结论]在平台的辅助、任务、商业和情感支持方面的收益对用户创作行为向负责任转化具有促进作用,其中情感、任务收益的影响最显著;用户负责任创作的额外成本和辅助收益的增加则不利于用户进行负责任创作,辅助收益占比对用户行为转化无影响。

[Purpose/significance]This paper aims to help the platform to more specifically stimulate the responsible behavior of users,improve the quality of platform content,and promote the sustainable development of the platform and the realization of social value.[Method/process]This paper analyzes the factors and effects of short video platform service support on users’creative behavior,constructs an evolutionary game model of creative behavior among users under the support of short video platform service,analyzes its dynamic evolution process and equilibrium strategy,and uses MATLAB for simulation analysis.[Result/conclusion]The benefits of the platform’s auxiliary,task,business and emotional support have a positive effect on the transformation of user’s creative behavior to responsible behavior,among which the impact of emotional and task benefits is the most significant;the increase in the additional cost and auxiliary income of users’responsible creation is not conducive to users’responsible creation,and the proportion of auxiliary income has no effect on the transformation of user behavior.