Dynamic quality management of live streaming e-commerce supply chain considering streamer type

The study aims to analyze the impact of top streamers and ordinary streamers on the quality decision of live streaming e-commerce supply chains. A differential game model is constructed to explore the theoretical conditions for optimizing the trajectory of live streaming product quality under the two types of streamers. The research findings suggest that multiple factors influence the quality decision of the live-streaming supply chain and are not directly related to the streamer types. The level of supply chain quality decision in the situation of the top streamer is higher only when their influence is greater than a certain threshold. Revenue is a key factor that influences the quality improvement and product quality superiority of manufacturers, and only when the profit efficiency of manufacturers under the two types of streamers is higher than the threshold can the live streaming product quality trajectory be optimized over time. The study also identifies that the advantage of the quality decision of the ordinary streamer is in the initial period or when the commission rate of the top streamer is high. In such cases, the ordinary streamer should take the initiative to improve the quality inspection technology, reduce the quality inspection cost, and break the monopoly of the top streamer. However, when the top streamer is in the development period or its commission rate is low, it becomes a disadvantageous area for the quality decision of the ordinary streamer, and thus, a conservative strategy should be adopted. In conclusion, the study provides insights for live streaming e-commerce supply chains to make effective quality decisions under different streamer types and their characteristics.