How does blockchain mitigate false advertising in live streaming E-commerce? A tripartite stochastic evolutionary game approach

IF 11 1区 管理学 Q1 BUSINESS
Ruipeng Wang, Yuhong Tai
{"title":"How does blockchain mitigate false advertising in live streaming E-commerce? A tripartite stochastic evolutionary game approach","authors":"Ruipeng Wang,&nbsp;Yuhong Tai","doi":"10.1016/j.jretconser.2025.104287","DOIUrl":null,"url":null,"abstract":"<div><div>The rapid rise of live-streaming e-commerce, particularly in China, has transformed consumer shopping experiences; however, it has also introduced challenges such as false advertising and distorted product information. This study explores how blockchain technology can address these issues within the live-streaming e-commerce ecosystem. Using a tripartite evolutionary game model involving e-commerce platforms, merchants, and consumers, we apply stochastic differential equations to analyze the stability of strategic behaviors and dynamics of false advertising. Key findings include: (1) In high-commission environments, platforms and merchants are better aligned, increasing the likelihood of merchants adopting truthful advertising strategies. (2) In high-profit environments, the temptation for merchants to engage in false advertising rises, prompting platforms to adopt blockchain technology to maintain transparency. (3) Although blockchain technology adoption enhances platform reputation over the long term, its direct impact on merchants’ advertising strategies is limited. (4) Regulatory measures such as fines and consumer reporting rewards promote blockchain technology adoption and reduce false advertising. These findings provide valuable insights for enhancing the credibility of live-streaming e-commerce and offer guidance for platforms on balancing technology adoption with regulatory efforts to foster sustainable industry development.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"85 ","pages":"Article 104287"},"PeriodicalIF":11.0000,"publicationDate":"2025-03-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Retailing and Consumer Services","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0969698925000669","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

Abstract

The rapid rise of live-streaming e-commerce, particularly in China, has transformed consumer shopping experiences; however, it has also introduced challenges such as false advertising and distorted product information. This study explores how blockchain technology can address these issues within the live-streaming e-commerce ecosystem. Using a tripartite evolutionary game model involving e-commerce platforms, merchants, and consumers, we apply stochastic differential equations to analyze the stability of strategic behaviors and dynamics of false advertising. Key findings include: (1) In high-commission environments, platforms and merchants are better aligned, increasing the likelihood of merchants adopting truthful advertising strategies. (2) In high-profit environments, the temptation for merchants to engage in false advertising rises, prompting platforms to adopt blockchain technology to maintain transparency. (3) Although blockchain technology adoption enhances platform reputation over the long term, its direct impact on merchants’ advertising strategies is limited. (4) Regulatory measures such as fines and consumer reporting rewards promote blockchain technology adoption and reduce false advertising. These findings provide valuable insights for enhancing the credibility of live-streaming e-commerce and offer guidance for platforms on balancing technology adoption with regulatory efforts to foster sustainable industry development.
b区块链如何减少电商直播中的虚假广告?三方随机进化博弈方法
电子商务直播的迅速崛起,尤其是在中国,改变了消费者的购物体验;然而,它也带来了诸如虚假广告和扭曲产品信息等挑战。本研究探讨区块链技术如何在直播电子商务生态系统中解决这些问题。本文采用一个涉及电子商务平台、商家和消费者的三方博弈演化模型,运用随机微分方程分析了虚假广告策略行为的稳定性和动态。主要发现包括:(1)在高佣金环境中,平台和商家更好地结盟,增加了商家采用真实广告策略的可能性。(2)在高利润环境下,商家进行虚假广告的诱惑力上升,促使平台采用区块链技术保持透明度。(3)虽然区块链技术的采用在长期内提高了平台的声誉,但它对商家广告策略的直接影响是有限的。(4)罚款和消费者举报奖励等监管措施促进区块链技术的采用,减少虚假广告。这些发现为提高电子商务直播的可信度提供了有价值的见解,并为平台提供了平衡技术采用与监管努力以促进行业可持续发展的指导。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
CiteScore
20.40
自引率
14.40%
发文量
340
审稿时长
20 days
期刊介绍: The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信