Strategic product showcasing mode of E-commerce live streaming |
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| Institution: | 1. College of Economics and Management, Shandong University of Science and Technology, Qingdao, 266590, China;2. School of Management, Shandong University, Jinan, 250100, China;1. School of Management and Economics, North China University of Water Resources and Electric Power, Zhengzhou, 450046, China;2. School of Information Management and Engineering, Shanghai University of Finance and Economics, Shanghai, 200433, China;1. School of Economics and Management, Anhui Normal University, Wuhu 241000, China;2. School of Management, University of Science and Technology of China, Hefei 241000, China;1. School of Business, Guilin University of Electronic Technology, Guilin, Guangxi, China;2. Management School of Hainan University, Haikou, Hainan, China;3. College of Digital Economics,Nanning University, Nanning, Guangxi, China;4. School of Management, Jinan University, Guangzhou, China;5. Research Institute on Brand Innovation and Development of Guangzhou, School of Management, Jinan University, Guangzhou, China;6. School of Communication, The Hang Seng University of Hong Kong, China;1. Business School, Nankai University, Tianjin, 300071, PR China;2. Research Center of Logistics, College of Economic and Social Development, Nankai University, Tianjin, 300071, PR China;1. UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia;2. Electronic Commerce School, Chongqing Business Vocational College, Chongqing, China;3. School of Economics and Business Administration, Chongqing University, Chongqing, China;4. Chongqing Key Laboratory of Logistics, Chongqing University, Chongqing, China |
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| Abstract: | E-commerce live streaming can considerably help brands improve sales dynamics, but it is multiple dilemmas in choosing suitable e-commerce live streaming product showcasing modes. To address the multiple dilemmas, we first employ the Stackelberg game to depict three e-commerce live streaming product showcasing modes: brand self-live streaming, influencer-led live streaming mixture, and influencer-led special live streaming. Second, we analyze the relationship between choices and game parameters, including live streaming stimulus sensitivity, unit service quality improvement cost, and service sensitivity. Meanwhile, through the comparative analysis of the three modes, we get the optimal threshold of each mode. Last, we conduct a case study comparing Chinese apparel and accessories brands Hodo and RUANS to verify the above relations. The results suggest that: (i) the more sensitive consumers are to live streaming stimulus, the more beneficial it is for the brand manufacturer to employ special live streaming, while the increase in unit service quality improvement cost will harm the brand manufacturer; (ii) the fixed participation fee determines the choice of e-commerce live streaming product showcasing modes; (iii) e-commerce live streaming product showcasing modes can help brands to optimize their decision-making. |
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| Keywords: | E-commerce live streaming Product showcasing Stackelberg game Multiple dilemmas Fixed participation fee |
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