Analysis of big data push and Nash Equilibrium: A case study of live commerce on TikTok

Trinity College, University of Melbourne, 265200 Yantai, China

^* Corresponding author: 2015141075030@stu.scu.edu.cn

Abstract

In this growing field of digital marketing, integrating big data strategy and modern commerce has become a revolutionary sales method. The goal of this article is to explore the profound connection between big data push strategies and Nash equilibrium in modern business. Taking the TikTok as an example, I will analyze how big data push is used to influence consumers’ shopping decisions. The article will also explore how this effect reflects the Nash equilibrium principle in game theory. Based on these goals, this study examines in detail how to collect, process and analyze user information on the data platform to create accurate user portraits. The platform can perform targeted push based on user portraits to attract consumers who are most likely to purchase the pushed products. The importance of this study is that it analyzes the combination of big data-driven marketing strategies and game theory concepts to gain a deep understanding of the key role of big data in shaping consumer behavior, as well as the practical application of game theory in current Internet commerce., filling the gap in the academic field in the field of cooperation between classic economic models and modern marketing, and has far-reaching significance for modern economics research.