Live streaming sales: Streamer type choice and limited sales strategy for a manufacturer

被引：9

作者：

Du Z. ^{[1
]}

Fan Z.-P. ^{[1
,2
]}

Sun F. ^{[1
]}

机构：

[1] School of Business Administration, Northeastern University, Shenyang

[2] State Key Laboratory of Synthetical Automation for Process Industries, Northeastern University, Shenyang

来源：

Electronic Commerce Research and Applications | 2023年 / 61卷

基金：

中国国家自然科学基金;

关键词：

E-commerce supply chain; Limited sales; Live streaming sales; Pricing; Streamer type;

D O I：

10.1016/j.elerap.2023.101300

中图分类号：

学科分类号：

摘要：

In practice, many manufacturers not only utilize traditional e-commerce sales channels, but also open live streaming sales channels to sell products. For the live streaming sales, manufacturers can choose to cooperate with celebrity streamers or ordinary streamers and sell products in unlimited quantities or limited quantities. In view of this, this paper studies the streamer type choice and limited sales strategy for a manufacturer. The results show that when the signing fee of the celebrity streamer is low (high) and the proportion of potential consumers targeting the celebrity streamer (ordinary streamer) is low or high, it is beneficial for the manufacturer to choose the celebrity streamer (ordinary streamer) and unlimited sales. When the signing fee is low (high) and the proportion of potential consumers targeting the celebrity streamer (ordinary streamer) is moderate, it is beneficial for the manufacturer to choose the celebrity streamer (ordinary streamer) and limited sales. © 2023 Elsevier B.V.

引用

共 38 条

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