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.

Small and Medium Enterprises (MSEs) are one of the people's economic enterprises that have an essential role in advancing the Indonesian economy. Improving the overall, optimal and sustainable performance of SMEs business increases contribution to the economy in provinces in Indonesia, one of which is Bali Province, the province with the highest absorption of SMEs in Indonesia, namely 10 percent of its population. Denpasar City, as the capital of Bali Province, is the center of trade in Bali, especially the relatively even distribution of SMEs in every sub-district in Denpasar City. This research aims to analyze the role of live streaming in moderating the influence of entrepreneurial marketing and e-commerce on the performance of fashion SMEs in Denpasar City. The research involved 134 fashion SMEs in Denpasar City as samples. Data collection was carried out by distributing questionnaires. Then, the data was analyzed using SmartPLS. The test results of live-streaming commerce moderating the influence of e-commerce adoption on business performance show that live-streaming commerce moderates with a quasi-moderation type the influence of e-commerce adoption on business performance. Live streaming commerce moderates the influence between the independent variable e-commerce adoption and the dependent variable business performance and influences business performance.