Choice of product quality in supply chain of live-streaming e-commerce under different power structures

IF 2 4区管理学 Q3 BUSINESS

Australian Journal of Management Pub Date : 2023-10-12 DOI:10.1177/03128962231196322

Zhijian Zhang, Zhenwu Chen, Miyu Wan, Shuai Qiu

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Abstract

Product quality has become an important factor affecting consumer demand and the sustainable and stable development of the live-streaming e-commerce supply chain. In this article, two types of Stackelberg game of manufacturer-led or streamer-led and centralized decision game models are constructed to explore the impact of streamer commission proportion and different power structures on product quality decision-making of live-streaming e-commerce supply chain. The results show that (1) product quality decreases with the increase of streamer commission proportion under streamer’s dominant power structure and manufacturer’s dominant power structure, and product quality is not affected by streamer commission proportion under a centralized decision-making mode; (2) the product quality under the three power structures increases with the increase of quality sensitivity coefficient and decreases with the increase of quality-improvement cost coefficient; (3) comparatively speaking, the live-streaming under centralized decision-making mode has lower price and higher product quality, while the power structure dominated by manufacturers is unfavorable to the improvement of product quality. JEL Classification: C72, D21

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不同权力结构下的直播电子商务供应链产品质量选择

产品质量已成为影响消费者需求和直播电商供应链持续稳定发展的重要因素。本文构建了制造商主导或流媒体主导的两类Stackelberg博弈和集中决策博弈模型，探讨流媒体佣金比例和不同权力结构对直播电子商务供应链产品质量决策的影响。结果表明:(1)在流线型主导权力结构和制造商主导权力结构下，流线型提成比例越大，产品质量越低;在集中式决策模式下，流线型提成比例不影响产品质量;(2)三种动力结构下的产品质量随质量敏感性系数的增大而增大，随质量改进成本系数的增大而减小;(3)相对而言，集中决策模式下的直播价格更低，产品质量更高，而厂商主导的权力结构不利于产品质量的提升。JEL分类:C72, D21

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来源期刊

Australian Journal of Management Multiple-

CiteScore

10.60

自引率

4.20%

发文量

期刊介绍： The objectives of the Australian Journal of Management are to encourage and publish research in the field of management. The terms management and research are both broadly defined. The former includes the management of firms, groups, industries, regulatory bodies, government, and other institutions. The latter encompasses both discipline- and problem-based research. Consistent with the policy, the Australian Journal of Management publishes research in accounting, applied economics, finance, industrial relations, political science, psychology, statistics, and other disciplines, provided the application is to management, as well as research in areas such as marketing, corporate strategy, operations management, organisation development, decision analysis, and other problem-focuses paradigms.