基于SERVQUAL模型的直播带货虚假宣传现象治理系统动力学仿真

With the rise of live webcasting with goods, problems such as false propaganda and product quality are emerging, which have become obstacles to the further development of live webcasting economy. To address the phenomenon of false propaganda in live streaming with goods, a system dynamics model based on SERVQUAL theory is constructed with the game of netizens, platforms, merchants, consumers, and governmental subjects, and the governance mechanism and effectiveness of the phenomenon of false propaganda in live streaming with goods are explored from three perspectives: government regulation, platform governance, and consumer supervision. It is found that (1) in government supervision, when the input strength is improved, the degree of false propaganda can be reduced in the first and middle periods, and in the later period, the degree of false propaganda cannot be reduced; (2) in platform governance, the strategy dominated by the regulation of Netflix behavior is more capable of reducing the degree of false propaganda compared with other strategies, and the time to reach zero point is also earlier; (3) in consumer supervision, when consumers\' awareness of their rights is improved, the degree of false propaganda can be reduced in the first and middle periods. can reduce the degree of false propaganda in the first and middle stages, and in the later stages, it cannot reduce the degree of false propaganda, and its impact on the degree of false propaganda is smaller.