Reselling or agency selling? The impact of live-streaming on selling formats

IF 3.9 4区 管理学 Q2 BUSINESS
Yue Bicheng, Naimeng Liu, Bin Liu
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Abstract

Purpose

Choosing the proper selling format for online retail has long been a critical issue for many platforms to consider, whereas the emergence and popularity of live-streaming have had a massive impact on the platform's business. As a result, selecting the suitable operating strategy for the live channel has become another critical issue for platforms. In such a context, what will be the impact of live-streaming on selling formats?

Design/methodology/approach

In order to explore these issues, we identified two selling formats (wholesale reselling or agency selling) as well as two operating strategies (introduce or discard). Thereby, four channel-structures are constructed, namely the reselling-discard model (WN), the reselling-introduce model (WL), the agency-discard model (AN), and the agency-introduce model (AL). We comprehensively compare how different structures affect stakeholders' interests, consumer surplus, and social welfare through equilibrium analyses.

Findings

These results help clarify the impact of critical factors (e.g. self-effort attribute, cross-effort attribute, and commission ratio) on the choice of models. We find that regardless of the selling agreement between the manufacturer and the platform, the introduction of a live store is necessary; specifically, when the commission ratio is high, the platform's optimal decision is first to sign an agency agreement and then apply live selling (AL); conversely, when the commission ratio is low, the platform's optimal strategy is first to enable the live channel and then to select the reselling format (WL), together, this also reveals, from a theoretical perspective.

Originality/value

Our study includes the dual analysis of selling formats and channel operations, considering the inherent dual attributes of service efforts and the external competitive environment.

转售还是代理销售?直播对销售形式的影响
目的选择合适的在线零售销售形式一直是许多平台需要考虑的关键问题,而直播的出现和普及对平台的业务产生了巨大影响。因此,为直播渠道选择合适的运营策略成为平台面临的另一个关键问题。为了探讨这些问题,我们确定了两种销售形式(批发转售或代理销售)和两种运营策略(引入或放弃)。由此,我们构建了四种渠道结构,即转售-弃售模式(WN)、转售-引入模式(WL)、代理-弃售模式(AN)和代理-引入模式(AL)。我们通过均衡分析全面比较了不同结构如何影响利益相关者的利益、消费者剩余和社会福利。研究结果这些结果有助于阐明关键因素(如自我努力属性、交叉努力属性和佣金比例)对模型选择的影响。我们发现,无论制造商与平台之间签订何种销售协议,都必须引入直播店铺;具体而言,当佣金比率较高时,平台的最优决策是先签订代理协议,然后再应用直播销售(AL);反之,当佣金比率较低时,平台的最优策略是先启用直播渠道,然后再选择转售形式(WL),这也从理论角度揭示了这一点。原创性/价值我们的研究包括销售形式和渠道运营的双重分析,考虑了服务工作和外部竞争环境的内在双重属性。
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
CiteScore
7.90
自引率
18.90%
发文量
96
期刊介绍: The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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