CSR Investment Strategy for Live-Streaming Supply Chain Considering Consumer Preference DOI Creative Commons
Guohu Qi, Suqin Sun, Xuemei Zhang

et al.

Systems, Journal Year: 2024, Volume and Issue: 13(1), P. 19 - 19

Published: Dec. 31, 2024

Live streaming has been widely used by enterprises to motivate consumers in real-time interactions. However, live streamers’ corporate social responsibility (CSR) overlooked existing studies. This paper examines the CSR investment strategy for brand owner and streamer considering effect of consumer preference power structure within live-streaming supply chains (LSSCs). To achieve this objective, we develop different Stackelberg game models examine an LSSC focusing on whether either firm can be leader or invest CSR. Additionally, impact both firms investing are analyzed. Our findings reveal that regardless who investor is, benefits firms, (brand streamer) always more from follower consumers. Moreover, one prefers other when sensitivity is low; otherwise, it itself. Finally, our research highlights win-win outcomes members These provide implications strategies preferences.

Language: Английский

Delight my brain and my eyes: Credibility and aesthetic judgments of endorsers DOI Creative Commons
Sara Alida Volkmer, Martin Meißner

Journal of Retailing and Consumer Services, Journal Year: 2025, Volume and Issue: 84, P. 104217 - 104217

Published: Jan. 13, 2025

Language: Английский

Citations

0
The power of voice: Investigating the effects of streamer voice characteristics on sales performance in live streaming E-commerce DOI
Lijuan Luo,

Ling Liu,

Yujie Zheng

et al.

Journal of Retailing and Consumer Services, Journal Year: 2025, Volume and Issue: 84, P. 104260 - 104260

Published: Feb. 16, 2025

Language: Английский

Citations

0
Impact of AI-generated virtual streamer interaction on consumer purchase intention: A focus on social presence and perceived value DOI Creative Commons
Hao Liu, Peilin Zhang,

Hung-Darh Alexander Cheng

et al.

Journal of Retailing and Consumer Services, Journal Year: 2025, Volume and Issue: 85, P. 104290 - 104290

Published: April 24, 2025

Language: Английский

Citations

0
When peripheral route meets central route: An elaboration likelihood model of sales performance in live commerce DOI
Qian Wang, Xinlin Yao, Xixi Li

et al.

Journal of Retailing and Consumer Services, Journal Year: 2024, Volume and Issue: 84, P. 104218 - 104218

Published: Dec. 30, 2024

Language: Английский

Citations

0
CSR Investment Strategy for Live-Streaming Supply Chain Considering Consumer Preference DOI Creative Commons
Guohu Qi, Suqin Sun, Xuemei Zhang

et al.

Systems, Journal Year: 2024, Volume and Issue: 13(1), P. 19 - 19

Published: Dec. 31, 2024

Live streaming has been widely used by enterprises to motivate consumers in real-time interactions. However, live streamers’ corporate social responsibility (CSR) overlooked existing studies. This paper examines the CSR investment strategy for brand owner and streamer considering effect of consumer preference power structure within live-streaming supply chains (LSSCs). To achieve this objective, we develop different Stackelberg game models examine an LSSC focusing on whether either firm can be leader or invest CSR. Additionally, impact both firms investing are analyzed. Our findings reveal that regardless who investor is, benefits firms, (brand streamer) always more from follower consumers. Moreover, one prefers other when sensitivity is low; otherwise, it itself. Finally, our research highlights win-win outcomes members These provide implications strategies preferences.

Language: Английский

Citations

0