隨著網路建設的進步與普及，以及社群使用習慣的流行，近年來直播產業開始蓬勃發展。現今，同時擁有廣告制和訂閱制是許多直播平台常見的商業模式，觀眾能透過付費訂閱享有無廣告的觀賞體驗。直播平台和直播主之間是矛盾的競合關係，許多平台會和直播主分享訂閱費收益以獎勵直播主；然而平台卻又企圖透過平台內建的獎勵系統對直播主的觀眾贊助收益進行抽成。此外，有廣告需求的廠商可以透過向平台付費上架廣告，亦或是選擇向直播主購買業配，這兩種互為替代品的廣告模式也造成了平台和直播主的利益衝突。於是本研究目的為分析平台利益分享制度與廣告競爭，對於平台和直播主之間的交互影響，包括對平台的訂閱費分潤機制、平台獎勵系統的抽成策略，以及廣告與業配之競爭進行探討。 本研究透過建立四個賽局模型，對四種不同的訂閱費分潤及贊助抽成之策略組合進行探討。經研究分析後發現，若平台單方面透過設立獎勵系統對直播主的贊助收益抽成，則確實會損害直播主的利益，然而若同時搭配訂閱費分潤的策略，那麼可以透過訂閱費的分潤抵銷贊助抽成對直播主造成的負面影響。此外，若廣告與業配兩者存在高度替代性，則廠商在選擇購買廣告或業配的考量上必須基於觀眾的組成比例，若付費訂閱觀眾比例較高，那麼增加業配的數量較符合效益。;Recently, the progress of network infrastructure and the popularity of the social media are fueling the prosperity of the video live streaming industry. Anyone in need of marketing can pay video live streaming platforms to advertise, or directly cooperate with streamers to broadcast product information during their live show, which is the substitute of the former dubbed as “advertorial”. Obviously, video live streaming platform needs the effort made by streamers, but they are vying for the ad interest at the same time, which can be recognized as a co-opetition relationship between them. Besides, most video live streaming platforms provide subscription-based services, allowing audiences to pay for removing ads. As an incentive, many platforms will share their subscription revenues with streamers. However, they also provide their own built-in reward systems to gain additional revenue by charging donors a commission fee, which will encroach a streamer’s deserved benefit. The goal of this research is to analyze the various conflicts of interest mentioned above. First, we examine how the competition between advertisement and advertorial affects the decision-making of platforms and advertisers. Second, should the platform share subscription revenue with streamers but charge a commission fee when audiences use the built-in reward system to cheer their loved streamers up? Thus, we have established game-theoretic models to discuss whether sharing subscription revenue and charging a commission fee during the donation process will benefit the platform. We found the streamer’s revenue will decline if the platform only collects of the donation income. However, if both strategies are used at the same time, the donation loss caused by the reward system will be automatically compensated through a higher share of subscription revenue.
