Livestreaming e-commerce is a new and emerging mode of online shopping that offers various products, interactive communication, and real-time feedback. It poses some challenges for streamers who need to design effective sales strategies that account for correlated consumer valuations of products and influenced valuation of a new product by owned products. In this paper, we analyze the optimal livestreaming sales strategy for streamers who sell correlated products sequentially in a livestreaming event and further check the robustness of the main results in extensions. We find that streamers can benefit more from selling complementary products rather than substitute products and leverage the valuation influence effect to optimize product prices. Moreover, we use Copula functions to model the joint distribution of consumer valuations. Through simulation experiments, we examine how the livestreaming profit varies with the strength of valuation correlation and influence effect, how the streamer sets the selling sequence of products, and the robustness of profit by different Copula functions.

直播电商是一种新兴的商品丰富、互动交流、实时反馈的网络购物模式。这给主播带来了一些挑战，主播需要设计有效的销售策略，考虑到消费者对产品的相关评价，并影响自有产品对新产品的评价。在本文中，我们分析了在直播活动中顺序销售相关产品的主播的最佳直播销售策略，并进一步检验了扩展中主要结果的稳健性。我们发现主播可以从销售互补产品而不是替代产品中获得更多收益，并利用估值影响效应来优化产品价格。此外，我们使用 Copula 函数对消费者评价的联合分布进行建模。通过模拟实验，我们考察了直播利润如何随着估值相关性和影响力的强弱而变化，主播如何设置产品的销售顺序，以及不同Copula函数的利润鲁棒性。