Livestream Scheme Selection in the E-Commerce Supply Chain: Under Agency and Resale Sales Modes DOI Creative Commons
Tao Li,

S Xu,

Qi Tan

и другие.

Systems, Год журнала: 2025, Номер 13(5), С. 397 - 397

Опубликована: Май 21, 2025

As digital platforms reshape the commercial landscape, brands increasingly collaborate with these to enhance product sales. Many adopt livestream as a strategic tool attract more traffic, typically choosing between Artificial Intelligence (AI) or Key Opinion Leader (KOL) approaches. Meanwhile, operate under either an agency resale mode. However, relative effectiveness of strategies remains unclear. This study investigates e-commerce supply chain comprising single brand and platform, examining how AI KOL influence decisions across different sales modes identifying optimal for platform. Results show that when platform’s revenue sharing rate is low, mode consistently yields Pareto improvement over resale, regardless scheme. Moreover, promotion fee outperforms both modes. When high, brand’s strategy “resale livestream”, while platform prefers “agency livestream”. Conversely, best favors mode, preferences shaped by rate.

Язык: Английский

Competition or Coopetition: The Impact of Private Label on Live Streaming Channel Choice DOI
Meiling Zhou, Xianpei Hong,

Yimeng He

и другие.

Опубликована: Янв. 1, 2025

Язык: Английский

Процитировано

0
Livestream Scheme Selection in the E-Commerce Supply Chain: Under Agency and Resale Sales Modes DOI Creative Commons
Tao Li,

S Xu,

Qi Tan

и другие.

Systems, Год журнала: 2025, Номер 13(5), С. 397 - 397

Опубликована: Май 21, 2025

As digital platforms reshape the commercial landscape, brands increasingly collaborate with these to enhance product sales. Many adopt livestream as a strategic tool attract more traffic, typically choosing between Artificial Intelligence (AI) or Key Opinion Leader (KOL) approaches. Meanwhile, operate under either an agency resale mode. However, relative effectiveness of strategies remains unclear. This study investigates e-commerce supply chain comprising single brand and platform, examining how AI KOL influence decisions across different sales modes identifying optimal for platform. Results show that when platform’s revenue sharing rate is low, mode consistently yields Pareto improvement over resale, regardless scheme. Moreover, promotion fee outperforms both modes. When high, brand’s strategy “resale livestream”, while platform prefers “agency livestream”. Conversely, best favors mode, preferences shaped by rate.

Язык: Английский

Процитировано

0