Abstract
The popularity of live-streaming (LS) has enforced a great number of e-retailers to introduce such an emerging e-commerce mode. Considering the potential benefits brought by LS e-commerce and the various modes for introducing such a strategy, this study examines three possible modes of LS in a competitive context, namely without LS, third-party LS, and self-run LS. By using a stylized game-theoretical model, we explore the impacts of such a selling strategy on both online and offline retailers’ decisions and profits. Our findings show that when the consumer’s hassle cost for LS shopping is low, the LS selling always results in a price-increase effect on the online retailer, while only the third-party LS would have the same effect on the offline retailer. Moreover, the offline retailer always obtains the highest demand with third-party LS, but the online retailer obtains the lowest one. Most importantly, when the online retailer introduces third-party LS, it might result in a “win–win” situation for both retailers. In addition, we extend the basic model to the case with a more powerful online retailer.
Similar content being viewed by others
Notes
http:// www.ww01.net/en/archives/ 73,811.
https:// chinamktginsights.com/ paying-100 k-rmb-to- sell-5-thermoses-how-to-avoid-a-celebrity-livestream-horror-story/.
References
Chiang, W. Y. K., Chhajed, D., & Hess, J. D. (2003). Direct-marketing, indirect profits: A strategic analysis of dual-channel supply-chain design. Management Science, 49(1), 1–20. https://doi.org/10.1287/mnsc.49.1.1.12749
Cheng, F., Chen, T., Shen, Y., & Jing, X. (2022). Impact of green technology improvement and store brand introduction on the sales mode selection. International Journal of Production Economics. https://doi.org/10.1016/j.ijpe.2022.108587
Gong, H., Zhao, M., Ren, J., & Hao, Z. (2022). Live streaming strategy under multi-channel sales of the online retailer. Electronic Commerce Research and Applications. https://doi.org/10.1016/j.elerap.2022.101184
Gong, W. Q., & Li, X. G. (2017). Engaging fans on microblog: The synthetic influence of parasocial interaction and source characteristics on celebrity endorsement. Psychology and Marketing, 34(7), 720–732. https://doi.org/10.1002/mar.21018
Hao, C., & Yang, L. (2023). Resale or agency sale? Equilibrium analysis on the role of live streaming selling. European Journal of Operational Research, 307(3), 1117–1134. https://doi.org/10.1016/j.ejor.2022.09.021
He, Y., Chen, L., Mu, J., & Ullah, A. (2022). Optimal contract design for live streaming shopping in a manufacturer–retailer–streamer supply chain. Electronic Commerce Research. https://doi.org/10.1007/s10660-022-09591-3
Hu, Y. H., Qu, S. N., Li, G., & Sethi, S. P. (2021). Power structure and channel integration strategy for online retailers. European Journal of Operational Research, 294(3), 951–964. https://doi.org/10.1016/j.ejor.2019.10.050
Hua, Y., Bao, L. N., & Wu, X. B. (2021). The product-selling strategy under direct and indirect value identification. Journal of Cleaner Production. https://doi.org/10.1016/j.jclepro.2020.123591
Li, Y., Li, X., & Cai, J. (2021). How attachment affects user stickiness on live streaming platforms: A socio-technical approach perspective. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2021.102478
Liu, B., Guo, X., Yu, Y., & Tian, L. (2020). Manufacturer’s contract choice facing competing downstream online retail platforms. International Journal of Production Research, 59(10), 3017–3041. https://doi.org/10.1080/00207543.2020.1744767
Lin, S. C., Tseng, H. T., Shirazi, F., Hajli, N., & Tsai, P. T. (2023). Exploring factors influencing impulse buying in live streaming shopping: A stimulus-organism-response (SOR) perspective. Asia Pacific Journal of Marketing and Logistics, 35(6), 1384–1403. https://doi.org/10.1108/APJML-12-2021-0903
Lyu, W., Qi, Y., & Liu, J. (2022). Proliferation in live streaming commerce, and key opinion leader selection. Electronic Commerce Research. https://doi.org/10.1007/s10660-022-09605-0
Mao, E. (2022). How live stream content types impact viewers’ support behaviors? Mediational analysis on psychological and social gratifications. Frontiers in Psychology, 13, 951055. https://doi.org/10.3389/fpsyg.2022.951055
Park, H. J., & Lin, L. M. (2020). The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2019.101934
Pan, R., Feng, J., & Zhao, Z. L. (2022). Fly with the wings of live-stream selling-channel strategies with/without switching demand. Production and Operations Management, 31(9), 3387–3399. https://doi.org/10.1111/poms.13784
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications. https://doi.org/10.1016/j.elerap.2019.100886
Tian, L., Vakharia, A. J., Tan, Y. R., & Xu, Y. (2018). Marketplace, reseller, or hybrid: strategic analysis of an emerging e-commerce model. Production and Operations Management, 27(8), 1595–1610. https://doi.org/10.1111/poms.12885
Tsunoda, Y., & Zennyo, Y. (2021). Platform information transparency and effects on third-party suppliers and offline retailers. Production and Operations Management, 30(11), 4219–4235. https://doi.org/10.1111/poms.13518
Wang, Q., Zhao, N., & Ji, X. (2022). Reselling or agency selling? The strategic role of live streaming commerce in distribution contract selection. Electronic Commerce Research. https://doi.org/10.1007/s10660-022-09581-5
Wang, S. S., & Guo, X. (2023). Strategic introduction of live-stream selling in a supply chain. Electronic Commerce Research and Applications, 62, 101315. https://doi.org/10.1016/j.elerap.2023.101315
Wei, J., Lu, J. H., & Zhao, J. (2020). Interactions of competing manufacturers’ leader-follower relationship and sales format on online platforms. European Journal of Operational Research, 280(2), 508–522. https://doi.org/10.1016/j.ejor.2019.07.048
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556. https://doi.org/10.1016/j.jbusres.2018.08.032
Xin, B., Hao, Y., & Xie, L. (2023). Strategic product showcasing mode of E-commerce live streaming. Journal of Retailing and Consumer Services, 73, 103360. https://doi.org/10.1016/j.jretconser.2023.103360
Xu, B., Yao, Z., & Wu, S.-Y. (2020). Pricing strategies for a bundled channel with services network effects. International Journal of Production Research, 59(10), 3152–3168. https://doi.org/10.1080/00207543.2020.1746852
Xu, M., & Li, X. (2021). The interplay between e-tailer information sharing and supplier cause marketing. International Journal of Production Research, 60(12), 3863–3878. https://doi.org/10.1080/00207543.2021.1933643
Zennyo, Y. (2020). Strategic contracting and hybrid use of agency and wholesale contracts in e-commerce platforms. European Journal of Operational Research, 281(1), 231–239. https://doi.org/10.1016/j.ejor.2019.08.026
Zhao, X., & Chen, Y. R. R. (2022). How brand-stakeholder dialogue drives brand-hosted community engagement on social media: A mixed-methods approach. Computers in Human Behavior, 131, 107208. https://doi.org/10.1016/j.chb.2022.107208
Zhang, C., & Zheng, X. N. (2021). Customization strategies between online and offline retailers. Omega, 100, 102230. https://doi.org/10.1016/j.omega.2020.102230
Zhang, S., & Zhang, J. (2020). Agency selling or reselling: E-tailer information sharing with supplier offline entry. European Journal of Operational Research, 280(1), 134–151. https://doi.org/10.1016/j.ejor.2019.07.003
Zhang, T., & Tang, Z. (2023). Should manufacturers open live streaming shopping channels? Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2022.103229
Zhang, T., Tang, Z., & Han, Z. (2022). Optimal online channel structure for multinational firms considering live streaming shopping. Electronic Commerce Research and Applications. https://doi.org/10.1016/j.elerap.2022.101198
Zhang, W., Yu, L., & Wang, Z. (2023). Live-streaming selling modes on a retail platform. Transportation Research Part E: Logistics and Transportation Review, 173, 103096. https://doi.org/10.1016/j.tre.2023.103096
Zhang, X. M., Chen, H. R., & Liu, Z. (2022). Operation strategy in an E-commerce platform supply chain: Whether and how to introduce live streaming services? International Transactions in Operational Research. https://doi.org/10.1111/itor.13186
Zhang, Y., Hua, L., Jiao, Y., Zhang, J., & Saini, R. (2023). More than watching: An empirical and experimental examination on the impacts of live streaming user-generated video consumption. Information and Management, 60(3), 103771. https://doi.org/10.1016/j.im.2023.103771
Zhou, Y., Wang, S., & Hu, Y. (2022). Manufacturers’ social e-commerce channel selection strategy with social popularity concern. Electronic Commerce Research. https://doi.org/10.1007/s10660-022-09601-4
Funding
China Postdoctoral Science Foundation [Grant Number: 2021M690654]; Shanghai Sailing Program [Grant Number: 23YF1415600].
Author information
Authors and Affiliations
Corresponding author
Ethics declarations
Conflict of interest
None.
Additional information
Publisher's Note
Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
Supplementary Information
Below is the link to the electronic supplementary material.
Rights and permissions
Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.
About this article
Cite this article
Wang, S., Wang, J. The live-streaming e-commerce mode selection under competition: self-run or third-party?. Electron Commer Res (2023). https://doi.org/10.1007/s10660-023-09789-z
Accepted:
Published:
DOI: https://doi.org/10.1007/s10660-023-09789-z