摘要
为有效解决互联网平台生态发展中的监管滞后问题,采用演化博弈的方法,建立平台生态内部三主体——平台企业、平台商家和用户的演化博弈模型,并引入新媒体监督强度系数,研究新媒体监督对平台企业和商家行为的影响。研究表明:在缺乏政府监管的自由发展情境下,各方均追求利益最大化,平台企业选择消极监管,此时平台商家违规运营、用户不参与反馈,整个系统处于混乱状态;新媒体情境下,媒体监督将会对平台企业和平台商家行为选择产生影响,但媒体监督强度过大会产生负面作用;而平台企业积极监管可以有效促进平台生态健康发展;加大媒体监督强度可以降低平台商家违规概率,并促使平台企业发挥市场管理者职能;在对商家行为监管方面,媒体与平台企业存在替代作用,且媒体监督强度过高会弱化平台企业监管效力。未来应进一步强化平台企业监管力度、鼓励新媒体有效参与监督治理。
In order to effectively solve the problem of lagging supervision in the ecological development of the Internet platform, this paper adopts evolutionary game theory to establish an evolutionary game model which includes three internal participants: platform enterprises, platform merchants and users, and introduces the new media supervision intensity coefficient to study the influence of new media supervision on the behaviors of platform enterprises and merchants. The result shows that: In the context of free development without government supervision, all parties pursue the maximization of interests, and platform enterprises are inclined towards passive supervision. In this case, platform merchants tend to operate in violation of regulations, and users fail to participate in feedback, therefore, the whole system is in chaos. While in the context of new media, media supervision exerts an influence on the behavior choice of platform enterprises and platform merchants. Excessive media supervision has negative effects. Active supervision of platform enterprises effectively promotes the healthy development of the platform ecosystem. Increasing the intensity of media supervision can reduce the violation probability of platform merchants and encourage platform enterprises to play the role as market managers. In terms of the supervision on merchant behaviors, the media and platform enterprises play an alternative role: Excessive supervision intensity of the media will weaken the supervision effectiveness of platform enterprises. Therefore, it is suggested that platform enterprises should strengthen their supervision and the media should be encouraged to participate in supervision and governance in order to promote the sustainable development of the platform ecology.
作者
康旺霖
陈潇
范柳
KANG Wanglin;CHEN Xiao;FAN Liu(College of Economics and Management,Shandong University of Science and Technology,Qingdao,Shandong 266590,China;Management College,Ocean University of China,Qingdao,Shandong 266100,China)
出处
《山东科技大学学报（社会科学版）》
2022年第5期93-103,共11页
Journal of Shandong University of Science and Technology(Social Sciences)
关键词
互联网平台企业
平台治理
新媒体监督
演化博弈
Internet platform enterprises
platform governance
new media supervision
evolutionary game
