The live-streaming e-commerce mode selection under competition: self-run or third-party?

IF 3.7 4区管理学 Q2 BUSINESS

Electronic Commerce Research Pub Date : 2023-12-08 DOI:10.1007/s10660-023-09789-z

Shanshan Wang, Junbin Wang

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引用次数: 0

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.

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竞争下的直播电商模式选择：自营还是第三方？

直播（LS）的流行促使大量网络零售商引入这种新兴的电子商务模式。考虑到LS电子商务带来的潜在利益以及引入这种战略的各种模式，本研究探讨了竞争背景下三种可能的LS模式，即无LS、第三方LS和自营LS。通过使用一个风格化的博弈理论模型，我们探讨了这种销售策略对线上和线下零售商的决策和利润的影响。我们的研究结果表明，当消费者LS购物的麻烦成本较低时，LS销售总是会对线上零售商产生提价效应，而只有第三方LS才会对线下零售商产生同样的效应。此外，线下零售商总是能通过第三方LS获得最高的需求，而线上零售商却只能获得最低的需求。最重要的是，当线上零售商引入第三方 LS 时，可能会为双方带来 "双赢 "局面。此外，我们还将基本模型扩展到实力更强的在线零售商的情况。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Electronic Commerce Research Multiple-

CiteScore

7.50

自引率

12.80%

发文量

期刊介绍： The Internet and the World Wide Web have brought a fundamental change in the way that individuals access data, information and services. Individuals have access to vast amounts of data, to experts and services that are not limited in time or space. This has forced business to change the way in which they conduct their commercial transactions with their end customers and with other businesses, resulting in the development of a global market through the Internet. The emergence of the Internet and electronic commerce raises many new research issues. The Electronic Commerce Research journal will serve as a forum for stimulating and disseminating research into all facets of electronic commerce - from research into core enabling technologies to work on assessing and understanding the implications of these technologies on societies, economies, businesses and individuals. The journal concentrates on theoretical as well as empirical research that leads to better understanding of electronic commerce and its implications. Topics covered by the journal include, but are not restricted to the following subjects as they relate to the Internet and electronic commerce: Dissemination of services through the Internet;Intelligent agents technologies and their impact;The global impact of electronic commerce;The economics of electronic commerce;Fraud reduction on the Internet;Mobile electronic commerce;Virtual electronic commerce systems;Application of computer and communication technologies to electronic commerce;Electronic market mechanisms and their impact;Auctioning over the Internet;Business models of Internet based companies;Service creation and provisioning;The job market created by the Internet and electronic commerce;Security, privacy, authorization and authentication of users and transactions on the Internet;Electronic data interc hange over the Internet;Electronic payment systems and electronic funds transfer;The impact of electronic commerce on organizational structures and processes;Supply chain management through the Internet;Marketing on the Internet;User adaptive advertisement;Standards in electronic commerce and their analysis;Metrics, measurement and prediction of user activity;On-line stock markets and financial trading;User devices for accessing the Internet and conducting electronic transactions;Efficient search techniques and engines on the WWW;Web based languages (e.g., HTML, XML, VRML, Java);Multimedia storage and distribution;Internet;Collaborative learning, gaming and work;Presentation page design techniques and tools;Virtual reality on the net and 3D visualization;Browsers and user interfaces;Web site management techniques and tools;Managing middleware to support electronic commerce;Web based education, and training;Electronic journals and publishing on the Internet;Legal issues, taxation and property rights;Modeling and design of networks to support Internet applications;Modeling, design and sizing of web site servers;Reliability of intensive on-line applications;Pervasive devices and pervasive computing in electronic commerce;Workflow for electronic commerce applications;Coordination technologies for electronic commerce;Personalization and mass customization technologies;Marketing and customer relationship management in electronic commerce;Service creation and provisioning. Audience: Academics and professionals involved in electronic commerce research and the application and use of the Internet. Managers, consultants, decision-makers and developers who value the use of electronic com merce research results. Special Issues: Electronic Commerce Research publishes from time to time a special issue of the devoted to a single subject area. If interested in serving as a guest editor for a special issue, please contact the Editor-in-Chief J. Christopher Westland at westland@uic.edu with a proposal for the special issue. Officially cited as: Electron Commer Res