Effective Synergy of Market Agents: The Core of Achieving Multi-Agent Governance on the Internet Platform

In recent years, the governance strategies of Internet platforms proposed by the academic community have given more consideration to the responsibilities of social subjects. Since the subjects come from different social strata, the study on the interaction mechanism between the subjects has become an important topic to ensure the effective play of the multi-agent governance model. This paper makes comprehensive use of evolutionary game and principal-agent theory to build an interactive relationship model between government, platform, and public, gradually discusses measures to improve the effect of government regulation, multi-agent governance, and the level of responsibility of subjects, and then puts forward suggestions to achieve collaboration among all subjects. The results show that the level of market information obtained by the government and the probability of merchants being investigated are the key factors affecting the effect of government regulation, and the former is better than the latter. Improving the effort level of the platform is the core issue to achieve the effect of multi-agent governance, and public participation, technology promotion and system improvement are measures to motivate the platform’s responsibility. Giving full play to the advantages of the subjects and coordinating the relationship between the subjects are the key tasks to achieve the multi-agent governance effect of the Internet.