By building a game model between brands and outsourced anchors, this article systematically studies the incentive design, opportunistic behavior and blockchain governance mechanism in live streaming. We found that while promoting the sales efforts of anchors, commission incentives will also induce opportunistic behaviors such as AI rhetoric exaggeration, traffic manipulation and channel encroachment. Secondly, blockchain technology can effectively suppress opportunism by improving the traceability of information and the verifiability of behavior: on the one hand, it increases the marginal cost of implicit violations, On the other hand, contractible punishment is imposed on explicit sexual encroachment. The key threshold conditions in the study show that when the sum of the incentive intensity and the blockchain punishment exceeds the encroachment of personal interests, the encroachment can be completely suppressed. The study further reveals the three-state equilibrium model of the optimal blockchain governance intensity: strong governance, weak governance and precise governance. Its choice depends on the trade-off of product characteristics, incentive costs and governance benefits. At the same time, the governance effect is affected by the power structure of the platform, and the platform, as a provider of governance infrastructure, may have the problem of insufficient motivation. Based on this, this article proposes that the sustainable development of live ecology requires building a comprehensive system of incentive contracts, technical governance and institutional environment coordination. It also provides a theoretical framework for understanding the problem of entrusted agencies in digital marketing and a decision-making basis for the governance practice of the platform economy.

In the context of the digital economy, especially with the application of blockchain in recent years, it has had a profound impact on the pharmaceutical manufacturing supply chain. Based on this, this study focuses on the strategic choices of channel governance models for medical manufacturing enterprises and has constructed three pharmaceutical supply chain production models: the benchmark wholesale price model S, the profit-cost sharing coordination model C, and the blockchain occupation model E. The research found that the coordination model C has the greatest advantage when cost sharing is sufficient and profit distribution is reasonable, which can effectively motivate channel members to expand the market scale and ultimately achieve a win-win situation. The benchmark model S plays an important coordinating role when the market risk is high. The occupation model E can significantly enhance the market dominance when the enterprise has strong blockchain technology capabilities, but it will also cause channel conflict risks. In addition, this study provides theoretical basis for achieving a positive synergy loop in terms of market prices, services, blockchain investment, and sales volume, and provides strong guidance for the strategic management choices of supply chain members.

Utilizing a game-theoretic model, this study distinguishes between privacy-protecting and privacy-disclosing consumers, examining the impact of digital privacy on manufacturers’ channel strategies, including no encroachment, encroachment, and shifting. The results indicate that when consumers prefer privacy disclosure, manufacturers consistently opt for the shifting strategy. In contrast, when privacy protection is prioritized, the outcome depends on the intensity of consumer preferences. Specifically, weak preferences lead to encroachment, whereas strong preferences favor no-encroachment. This contingency framework illustrates how privacy preference thresholds shape channel strategy selection. From a practical perspective, the findings offer actionable guidance for manufacturers. First, a win-win outcome depends on the manufacturer’s cost-efficiency in channel-shifting operations, suggesting that firms should assess their operational capabilities before implementation. Second, consumer benefits under encroachment imply manufacturers can adopt this strategy for competitive advantage while addressing privacy concerns. These insights equip practitioners with a decision-making toolkit for balancing privacy compliance, channel efficiency, and stakeholder value creation in digital transformation initiatives.