Live-streaming mode selection and live-streaming dual-channel decision-making model of brand e-commerce companies
Currently,live-streaming is the key tool for enterprise to promote sales.Based on the game theory,two types of dual-channel models were built under two cases that the brand e-commerce opens self-operated live-streaming or internet celeb-rity anchor live-streaming.The model solution and numerical simulation analysis were performed.The results showed that open-ing live-streaming channels can increase overall revenue,live-streaming channel selection was affected by consumer's live-streaming channel preference,commission rate,fan base and so on,the pricing and efforts level of live-streaming in the two live-streaming modes were affected by the consumer's live-streaming channel preference,anchor influence,fan base,and commission rate,the fans effect leads to high price of products in both modes.
live-streaming modefans effectdual-channelStackelberg gamedecision model
万方数据
维普
