Industrial Management & Data Systems,
Journal Year:
2025,
Volume and Issue:
unknown
Published: Jan. 24, 2025
Purpose
In
the
practice
of
live
streaming
e-commerce,
consumer
demand
is
usually
uncertain,
and
inventory
prices
can
be
decided
by
brand
owners
or
streamers.
To
this
end,
study
examines
pricing
decisions
owner
streamer
in
a
e-commerce
supply
chain
under
uncertainty.
Design/methodology/approach
study,
four
scenarios
are
considered,
i.e.
determines
price
(Scenario
BB),
BS),
SB),
SS).
Findings
The
results
show
that
prices,
as
well
profits
increase
with
sensitivity
to
streamer’s
sales
effort
level
scenarios.
(price)
highest
Scenario
SS
(SB),
while
lowest
BB
(BS).
addition,
when
low,
owner’s
profit
BB,
otherwise,
SS.
Regardless
sensitivity,
always
Originality/value
Few
studies
focused
on
streamers
chains
uncertainty,
work
bridges
research
gap.
This
provide
theoretical
basis
decision
support
for
Journal of theoretical and applied electronic commerce research,
Journal Year:
2025,
Volume and Issue:
20(1), P. 38 - 38
Published: Feb. 27, 2025
A
dominant
marketing
paradigm
has
appeared
in
the
form
of
live
streaming
e-commerce,
which
holds
a
significant
user
base
and
exhibits
an
upward
trend
sales
figures.
Based
on
technology
acceptance
model
(TAM)
perceived
value
theory,
combined
with
KANO
analytic
hierarchy
process
(AHP),
this
study
extracts
consumer
demand
characteristics
through
questionnaire
survey
402
Chinese
Douyin
consumers
who
watch
clothing
online
participate
purchases.
The
categorizes
demands
into
five
dimensions
17
indicators:
usefulness,
ease
use,
emotional
value,
economic
e-commerce
anchor
characteristics,
hierarchical
framework
for
clothing-focused
is
constructed.
Four
critical
deep
influence
factors
were
indicated
by
findings:
information
acquisition,
after-sales
support,
smooth
communication,
experience.
These
indicators
are
primary
future
optimization
platforms.
results
provide
effective
data
analysis
suggestions
related
to
purchasing
needs
clothing-based
platforms
so
as
improve
customer
satisfaction
thus
turnover,
well
theoretical
method
reference
subsequent
research
Journal of Research in Interactive Marketing,
Journal Year:
2024,
Volume and Issue:
18(5), P. 759 - 786
Published: Feb. 1, 2024
Purpose
This
study
delves
into
how
corporations
make
decisions
about
influencer
marketing.
Specifically,
it
examines
the
differences
between
human
influencers,
who
carry
risk
of
scandals,
and
virtual
a
new
unpredictable
realm,
regarding
their
integration
with
social
media
platforms.
Design/methodology/approach
Using
game
theory
empirical
data,
explores
crucial
factors
in
marketing,
including
quality,
reputation
repair
costs
probability
R&D
failures.
Findings
suggests
that
companies
favor
influencers
when
scandal
is
low.
However,
competing
switch
to
at
different
intervals
as
this
increases.
The
costs,
likelihood
scandals
competition
intensity
all
play
role
company's
decision-making
technology
management.
Additionally,
higher
chance
failure
can
motivate
company
invest
more
gain
competitive
advantage
over
rivals
may
suffer
Research
implications/implications
provides
insights
manage
marketing
digital
age.
It
contributes
management
by
offering
fresh
perspective
on
relationship
corporate
strategy.
Originality/value
offers
valuable
perspectives
relatively
uncharted
area
employs
analysis
introduce
method
comprehending
dynamics
its
impact
interaction
media.
