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
Dynamic Simulation of Governing the Phenomenon of False Propaganda in Livestreaming Marketing based on SERVQUAL Mode
摘要
随着网络直播带货的兴起，虚假宣传、产品质量等问题层出不穷，成为网络直播经济进一步发展的障碍。针对直播带货中的虚假宣传现象，基于SERVQUAL理论构建以网红、平台、商家、消费者、政府主体博弈的系统动力学模型，从政府监管、平台治理、消费者监督三个角度，探究直播带货中虚假宣传现象的治理机制及成效。研究发现：（1）在政府监管方面，投入力度提升时，前中期能够降低虚假宣传程度，在后期，不能降低虚假宣传程度；（2）在平台治理方面，网红行为监管为主导的策略相较其他策略，更能降低虚假宣传程度，且到达零点的时间也更早；（3）在消费者监督方面，消费者维权意识提升时，前中期能够降低虚假宣传程度，在后期，不能降低虚假宣传程度，其对虚假宣传程度影响较小。
Abstract
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.关键词
网红经济/虚假宣传/SERVQUAL模型/系统动力学。Key words
internet celebrity economy/false propaganda/SERVQUAL/system dynamic引用本文复制引用
祁玉青,何鹏志.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[EB/OL].(2025-02-14)[2026-01-15].http://www.paper.edu.cn/releasepaper/content/202502-31.学科分类
信息产业经济/经济计划、经济管理/贸易经济
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