IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v81y2024ics0969698924002832.html
   My bibliography  Save this article

Consumer engagement in live streaming commerce: Value co-creation and incentive mechanisms

Author

Listed:
  • Zhang, Yanfen
  • Xu, Qi

Abstract

Interaction is at the core of value co-creation. Consumer engagement in live streaming interactions not only results in obtaining additional product information but also gains interactive value. From the perspective of value co-creation, this paper studies the optimal sales strategy selection for brands in three sales modes: traditional e-commerce, brand live streaming and influencer live streaming. Further, this paper designs an incentive mechanism to attract consumers to participate in value co-creation under two live streaming sales modes and explores the impact of the incentive mechanism on live streaming sales mode selection. The results show that the brand chooses the traditional e-commerce mode when the total market size exceeds a certain threshold; otherwise, the brand can select the live streaming mode to create more value. Under the brand live streaming mode, providing incentive mechanisms to encourage consumer engagement in live streaming is beneficial for achieving value co-creation when the incentive level is below a certain threshold. Under the influencer live streaming mode, the brand shares incentive costs with the influencer instead of being conducive to value addition, i.e., the incentive cost should be borne by the influencer rather than the brand.

Suggested Citation

  • Zhang, Yanfen & Xu, Qi, 2024. "Consumer engagement in live streaming commerce: Value co-creation and incentive mechanisms," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    • Handle: RePEc:eee:joreco:v:81:y:2024:i:c:s0969698924002832
    DOI: 10.1016/j.jretconser.2024.103987
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698924002832
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2024.103987?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:81:y:2024:i:c:s0969698924002832. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.