School of Artificial Intelligence and Electronic Commerce, Zhejiang Gongshang University Hangzhou College of Commerce, Hangzhou, China.
School of Statistics and Mathematics, Zhejiang Gongshang University, Hangzhou, China.
PLoS One. 2024 May 14;19(5):e0301451. doi: 10.1371/journal.pone.0301451. eCollection 2024.
As an emerging business modality and Internet format, live streaming e-commerce has developed rapidly since its emergence in 2016, especially since the outbreak of the COVID-19 epidemic in late 2019, when an increasing number of businesses from other industries attracted participation. However, with the development of the live streaming e-commerce industry, the industry's market environment is becoming increasingly chaotic. Therefore, during this period, government departments continuously formulate and implement relevant industry policies. In order to exploring the cooperation network structure, policy content distribution, and implementation effectiveness characteristics among publishers, this paper constructs a three-dimensional analysis framework of policy from the perspective of policy tools, policy effectiveness evaluation and policy publishers. The results show that in terms of policy tools, the overall structure of policy tools in the live streaming e-commerce industry is unreasonable, and different types of policy tools are significantly diverse. The proportion of environmental policy tools is greater than that of demand-based and supply-based policy tools, accounting for 62.97%, and among them, the tools related to industry regulation and management account for the largest proportion of the total, which greatly suppresses the enthusiasm of various entities in the industry for development. In terms of policy effectiveness evaluation, most of the policies do not formulate detailed long-, medium-, or short-term goals, nor are the policy priorities, incentive measures, or action modes perfect, indicating that the government's pushing and pulling forces for the live streaming e-commerce industry are insufficient. Finally, in the subject dimension of policy release, the synergy of relevant subjects is constantly improving, but there is also a phenomenon of over-concentration in the synergistic departments.
作为一种新兴的商业业态和互联网模式,直播电商自 2016 年出现以来发展迅速,尤其是 2019 年底新冠肺炎疫情爆发以来,越来越多的其他行业企业纷纷参与其中。然而,随着直播电商行业的发展,行业市场环境日益混乱。因此,在此期间,政府部门不断制定和实施相关行业政策。为了探索政策制定者、政策内容分配和政策实施效果的合作网络结构特征,本文从政策工具、政策效果评价和政策制定者三个维度构建了政策分析框架。研究结果表明:在政策工具方面,直播电商行业政策工具整体结构不合理,不同类型政策工具差异显著。环境政策工具的比例大于需求型和供给型政策工具,占比 62.97%,其中与行业监管和管理相关的工具占比最大,这极大地抑制了行业内各实体的发展积极性。在政策效果评价方面,大多数政策没有制定详细的长期、中期或短期目标,政策重点、激励措施或行动模式也不完善,表明政府对直播电商行业的推动和拉动作用不足。最后,在政策发布的主体维度上,相关主体的协同作用不断提高,但协同部门也存在过度集中的现象。
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