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Live-streaming selling modes on a retail platform

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  • Zhang, Wen
  • Yu, Lili
  • Wang, Zhenzhen

Abstract

To cater to consumers’ lifestyles and generate more demand, a manufacturer sells products by launching a live-streaming channel, in addition to a traditional online channel, on a retail platform. This paper studies two modes of live-streaming selling: merchant live-streaming and influencer live-streaming. Using linear demand functions, we model a game involving the manufacturer, streamers, and the platform. We derive the equilibrium results under these two modes: retail prices, streamer’s promotional effort level, and corresponding profits for all members. The results show that the appropriate mode of live-streaming adopted by the manufacturer is contingent on the commission rate of the streamer and the fixed signing bonus paid to the influencer. Secondly, introducing a live-streaming channel leads to more sales. However, the change in the retail price of the traditional online channel depends on the intensity of price competition between the traditional and live-streaming channels. Compared with the merchant live-streaming channel, although the influencer puts more effort into selling products, the retail price of the influencer live-streaming channel is not always lower, and the product sales are not always higher. Finally, by extending to the hybrid mode (i.e., merchant and influencer live-streaming channels are simultaneously adopted), numerical studies show that the manufacturer and the platform prefer the hybrid live-streaming mode but not streamers under certain conditions.

Suggested Citation

  • Zhang, Wen & Yu, Lili & Wang, Zhenzhen, 2023. "Live-streaming selling modes on a retail platform," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 173(C).
    • Handle: RePEc:eee:transe:v:173:y:2023:i:c:s1366554523000844
    DOI: 10.1016/j.tre.2023.103096
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    Cited by:

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    2. Da, Yuwen & Gou, Qinglong & Liang, Chao, 2023. "Will self-gifting of streamers hurt unions? Analyzing the union’s compensation mechanism for a live streaming supply chain," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 177(C).
    3. Zhang, Yue & Hu, Xiaojian & Yao, Gang & Xu, Liangcheng, 2024. "Coupon promotion and inventory strategies of a supplier considering an e-commerce platform's omnichannel coupons," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
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    5. Zhen, Xueping & Wang, Ping & Li, Xinran, 2024. "The Streamer's sales strategy choice considering sales effort," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

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