The Decision-Making Mechanisms of the Livestreaming E-Commerce Supply Chain Based on a Three-Party Evolutionary Game

The diversified development of media forms has led to the creation of livestreaming e-commerce as a sales model. Unlike the traditional sales model, this paper constructs a three-party game model composed of manufacturers, social media influencers, and consumers on the basis of livestreaming model. It explores the equilibrium strategy selections of each participant in the supply chain system. In analyzing the evolutionary game stability of each participant, this paper obtains the equilibrium strategy and stability factors by analysis of the income and expenditure matrix. It uses the Jacobian matrix and the simulation model to analyze the reasons behind the strategy selections of different game participants in the livestreaming e-commerce model. The results find the optimal decision of each participant in the livestreaming model and show that the strategies of manufacturers and social media influencers and the selections of consumers have different impacts on their decision-making mechanisms. The results also reveal that manufacturers are more sensitive to consumers’ active participation in livestreaming e-commerce.