【摘要】 随着一批内容种草平台的崛起，通过网红推荐帮助消费者进行购物决策已经成为了当下进行网络营销的新形态，然而，在网红营销的过程中却存在着各式虚假、夸大和恶意营销的问题。基于此，运用演化博弈理论研究网红、平台和消费者三方行为策略选择与演化。研究表明：协同水平、平台治理效率、超额收益、平台惩罚力度和用户流失损失是规范网红放纵行为的关键因素；功能收益和情感收益的比较、心理补偿效用、维权成本是影响消费者采取维权行为的关键因素；超额收益、声誉损失、用户流失损失和治理成本是影响平台治理策略选择的关键因素，平台应该努力提升自身的治理效率，注重平台声誉，降低治理成本，做到张弛有度。更多还原

【Abstract】 With the rise of a group of content seeding platforms, helping consumers make shopping decisions through online celebrity recommendations has become a new form of online marketing. However, However, there are also variousproblemin online celebrity marketing, such as falsehood, exaggeration, and malicious marketing. Based on this, this article studies the selection and evolution of behavioral strategies among internet celebrities, platforms, and consumers. Research has shown that collaboration level, platform governance efficiency, excess returns, platform penalties, and user churn losses are key factors in regulating the indulgence behavior of internet celebrities; Secondly, the comparison of functional benefits and emotional benefits, psychological compensation effectiveness, and cost of rights protection are key factors that affect consumers’ adoption of rights protection behavior; Finally, excess returns, reputation losses, customer churn and governance costs are key factors that affect the choice of platform governance strategies. Platforms should strive to improve their own governance efficiency, pay attention to platform reputation, reduce governance costs.更多还原