Governing AIGC Misuse in E-Commerce Platform Content Ecosystems: A Tripartite Evolutionary Game Analysis of Platforms, Content Creators, and Users

Artificial intelligence-generated content (AIGC) is reshaping content production on e-commerce platforms, while also facilitating AIGC misuse, including fake reviews and low-quality marketing. These behaviors undermine the platform’s content quality, consumer trust, and transaction order. To address governance issues in platform content ecosystems, this study investigated the application of an established tripartite evolutionary game framework to the governance of AIGC misuse involving e-commerce platforms, content creators, and users. The model characterizes the strategic interactions among strict platform governance, creators’ deep creation, and users’ active supervision, and reveals the evolutionary path of the system through a stability analysis and numerical simulations. The results show that the comparison between governance benefits and governance costs is the basic condition affecting platforms’ choice of strict governance. The content identification capability, creator support, and penalties for violations jointly reshape the expected payoff structure of AIGC misuse and are key factors driving creators toward deep creation. Effective user reporting and supervision rewards can enhance users’ willingness to supervise and compensate for insufficient platform governance by increasing the probability of violation exposure. When the net benefit of strict platform governance, the relative benefit of creators’ deep creation, and the net benefit of users’ active supervision are simultaneously ensured, the system evolves toward a collaborative state of strict governance–deep creation–active supervision. This study extends the application of the tripartite evolutionary game framework to AIGC misuse governance and clarifies, within a unified analytical framework, the strategic interdependence among platform governance, creators’ strategy choices, and user supervision in e-commerce content ecosystems.