IDEAS home Printed from https://ideas.repec.org/a/sae/ausman/v50y2025i1p266-286.html
   My bibliography  Save this article

Choice of product quality in supply chain of live-streaming e-commerce under different power structures

Author

Listed:
  • Zhijian Zhang
  • Zhenwu Chen
  • Miyu Wan
  • Shuai Qiu

Abstract

Product quality has become an important factor affecting consumer demand and the sustainable and stable development of the live-streaming e-commerce supply chain. In this article, two types of Stackelberg game of manufacturer-led or streamer-led and centralized decision game models are constructed to explore the impact of streamer commission proportion and different power structures on product quality decision-making of live-streaming e-commerce supply chain. The results show that (1) product quality decreases with the increase of streamer commission proportion under streamer’s dominant power structure and manufacturer’s dominant power structure, and product quality is not affected by streamer commission proportion under a centralized decision-making mode; (2) the product quality under the three power structures increases with the increase of quality sensitivity coefficient and decreases with the increase of quality-improvement cost coefficient; (3) comparatively speaking, the live-streaming under centralized decision-making mode has lower price and higher product quality, while the power structure dominated by manufacturers is unfavorable to the improvement of product quality. JEL Classification: C72, D21

Suggested Citation

  • Zhijian Zhang & Zhenwu Chen & Miyu Wan & Shuai Qiu, 2025. "Choice of product quality in supply chain of live-streaming e-commerce under different power structures," Australian Journal of Management, Australian School of Business, vol. 50(1), pages 266-286, February.
    • Handle: RePEc:sae:ausman:v:50:y:2025:i:1:p:266-286
    DOI: 10.1177/03128962231196322
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/03128962231196322
    Download Restriction: no
    File URL: https://libkey.io/10.1177/03128962231196322?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
    ---><---

    More about this item

    Keywords

    Live streaming e-commerce supply chain; power structure; product quality choice; streamer commission proportion;
    All these keywords.

    JEL classification:

    • C72 - Mathematical and Quantitative Methods - - Game Theory and Bargaining Theory - - - Noncooperative Games
    • D21 - Microeconomics - - Production and Organizations - - - Firm Behavior: Theory

    Statistics

    Access and download statistics

    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:sae:ausman:v:50:y:2025:i:1:p:266-286. 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: SAGE Publications (email available below). General contact details of provider: http://www.agsm.edu.au .

    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.