Product selling, social utility and virtual tips in live streaming

IF 8.3 1区工程技术 Q1 ECONOMICS

Transportation Research Part E-Logistics and Transportation Review Pub Date : 2025-06-12 DOI:10.1016/j.tre.2025.104207

Xujin Pu , Mingzhuo Dai , Jianqiang Zhang , Wen Zhang

{"title":"Product selling, social utility and virtual tips in live streaming","authors":"Xujin Pu , Mingzhuo Dai , Jianqiang Zhang , Wen Zhang","doi":"10.1016/j.tre.2025.104207","DOIUrl":null,"url":null,"abstract":"<div><div>Live streaming has gained significant popularity due to its ability to foster social interaction and promote products. This paper develops a theoretical model to examine consumers’ purchasing and tipping behaviors, incorporating their social utilities during live streaming. Our findings show that product selling and virtual tipping in live streaming interact through the moderating effect of social utility. As the size of followers increases, manufacturers tend to lower product prices in live streaming to stimulate both purchasing and tipping behaviors. However, continuously reducing the price is not an optimal strategy. Additionally, we demonstrate that live stream selling represents a win-win option for both influencers and manufacturers compared to direct selling. Interestingly, influencers with relatively small follower bases are even willing to sell manufacturers’ products without charging a commission. These insights deepen the understanding of live stream selling and virtual tips, offering practical guidance for live streaming professionals to make informed strategic decisions.</div></div>","PeriodicalId":49418,"journal":{"name":"Transportation Research Part E-Logistics and Transportation Review","volume":"201 ","pages":"Article 104207"},"PeriodicalIF":8.3000,"publicationDate":"2025-06-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Transportation Research Part E-Logistics and Transportation Review","FirstCategoryId":"5","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S1366554525002480","RegionNum":1,"RegionCategory":"工程技术","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"ECONOMICS","Score":null,"Total":0}

引用次数: 0

Abstract

Live streaming has gained significant popularity due to its ability to foster social interaction and promote products. This paper develops a theoretical model to examine consumers’ purchasing and tipping behaviors, incorporating their social utilities during live streaming. Our findings show that product selling and virtual tipping in live streaming interact through the moderating effect of social utility. As the size of followers increases, manufacturers tend to lower product prices in live streaming to stimulate both purchasing and tipping behaviors. However, continuously reducing the price is not an optimal strategy. Additionally, we demonstrate that live stream selling represents a win-win option for both influencers and manufacturers compared to direct selling. Interestingly, influencers with relatively small follower bases are even willing to sell manufacturers’ products without charging a commission. These insights deepen the understanding of live stream selling and virtual tips, offering practical guidance for live streaming professionals to make informed strategic decisions.

查看原文本刊更多论文

直播中的产品销售、社交效用和虚拟提示

直播因其促进社会互动和推广产品的能力而受到广泛欢迎。本文建立了一个理论模型来考察消费者在直播过程中的购买行为和小费行为，并考虑了消费者在直播过程中的社会效用。我们的研究结果表明，直播中的产品销售和虚拟小费通过社会效用的调节作用相互作用。随着粉丝规模的增加，制造商倾向于在直播中降低产品价格，以刺激购买和打赏行为。然而，持续降价并不是最优策略。此外，我们证明，与直销相比，直播销售对网红和制造商来说都是一个双赢的选择。有趣的是，拥有相对较小粉丝基础的网红甚至愿意不收取佣金地销售制造商的产品。这些见解加深了对直播销售和虚拟技巧的理解，为直播专业人士做出明智的战略决策提供了实用指导。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Transportation Research Part E-Logistics and Transportation Review 工程技术-工程：土木

CiteScore

16.20

自引率

16.00%

发文量

285

审稿时长

62 days

期刊介绍： Transportation Research Part E: Logistics and Transportation Review is a reputable journal that publishes high-quality articles covering a wide range of topics in the field of logistics and transportation research. The journal welcomes submissions on various subjects, including transport economics, transport infrastructure and investment appraisal, evaluation of public policies related to transportation, empirical and analytical studies of logistics management practices and performance, logistics and operations models, and logistics and supply chain management. Part E aims to provide informative and well-researched articles that contribute to the understanding and advancement of the field. The content of the journal is complementary to other prestigious journals in transportation research, such as Transportation Research Part A: Policy and Practice, Part B: Methodological, Part C: Emerging Technologies, Part D: Transport and Environment, and Part F: Traffic Psychology and Behaviour. Together, these journals form a comprehensive and cohesive reference for current research in transportation science.