模式(计算机接口)
直播流媒体
计算机科学
供应链
稳健性(进化)
电子商务
体积热力学
功能(生物学)
业务
营销
计算机网络
万维网
人机交互
物理
量子力学
进化生物学
生物化学
生物
基因
化学
作者
Lei Yang,Cong Zheng,Caixia Hao
标识
DOI:10.1007/s10660-022-09587-z
摘要
This paper investigates three common sales modes with live streaming commerce, including e-commerce platform mode, transferring mode and live streaming platform mode (abbreviated as E, T and L, respectively). Using game-theoretical method, we study how participants choose sales modes with consumer return. The findings show that for the seller and platforms, each mode may be the best, depending on basic net sales volume and channel rate. However, for the streamer, mode T will never be the best. On the other hand, product quality in mode L is always higher than that in mode T, and higher than that in mode E when live streaming platform’s basic net sales volume is high. Furthermore, we show that hybrid mode may generate higher profits for members, except for the live streaming platform; and we also study the impacts of transferring loss, gift-giving function and streamer’s dual-purpose on results through extensions, examining the robustness of the model, and deriving additional managerial insights.
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