Evolutionary Game of Multi-Subjects in Live Streaming and Governance Strategies Based on Social Preference Theory during the COVID-19 Pandemic

After the outbreak of the COVID-19, offline consumption has been significantly impacted. For the sake of safety, online consumption has become the most common manner, and this has generated e-commerce, which not only breaks the spatio-temporal or regional restrictions, but also conforms to the normal economic development needs for epidemic prevention and control. However, this new business model causes problems such as the shortage of post-sales service, false publicity, and uneven quality of live streaming anchors, seriously affecting the interests of consumers. Therefore, it is urgent to strengthen the management of the chaos of live streaming. This study focuses on exploring the problems and the behavioral strategies of stakeholders in the governance process. The paper obtained online user comments by python, and used topic clustering and subject extraction methods to dig out the problems and related multiple subjects in live streaming at first. Secondly, the theory of social preference was introduced to construct an evolutionary game model among multiple subjects, and how to guide the behavioral decision-making of multiple subjects to standardize and rationalize was studied, so as to control the problem of live streaming. Finally, simulation experiments were conducted and the results demonstrated that: (1) Compared with strengthening the reciprocal preference of the government, live streaming platforms, and consumers, changing the individual’s altruistic preference is more effective in controlling the chaos of live streaming; (2) weakening the platform’s altruistic preference for anchors is conducive to creating a good live streaming environment; and (3) changing consumers’ altruistic preference or reciprocal preference is less effective in promoting the governance of the live streaming environment.