| Issue |
SHS Web Conf.
Volume 188, 2024
2024 International Conference on Development of Digital Economy (ICDDE 2024)
|
|
|---|---|---|
| Article Number | 03014 | |
| Number of page(s) | 5 | |
| Section | Business Management and Strategy | |
| DOI | https://doi.org/10.1051/shsconf/202418803014 | |
| Published online | 01 April 2024 | |
Game-Theoretic Analysis of Live-Streaming E-Commerce on TikTok
1 Shenzhen Zhengde High School, 518000 Shenzhen, China
2 Shenzhen Foreign Language School, 518000 Shenzhen, China
* Corresponding author: Zhifei-Xinyue@hualial.com
This paper analyzes the application of game theory in live streaming sales from three models: prisoner’s dilemma, British auction, and Nash equilibrium. Firstly, using the prisoner’s dilemma to analyze cooperation and competition in live streaming sales, using charts to analyze that competition appears to be the optimal strategy, but cooperation is more common. In the process of signing contracts with internet celebrities, the company also used English auctions for analysis. During the bidding process, it is necessary to avoid the curse of the winner, maintain fairness in competition, and reduce the minimum bidding increment. Finally, the application of Nash equilibrium was explored to find the balance of interests between sellers and buyers, while meeting their expectations. Overall, this research provides valuable insights into strategic decision-making in e-commerce, enhancing understanding of the interplay between influencers and brands and guiding them towards mutually beneficial outcomes in the evolving market of live-streaming commerce.
© The Authors, published by EDP Sciences, 2024
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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