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.
关键词
直播模式/粉丝效应/双渠道/Stackelberg博弈/决策模型
Key words
live-streaming mode/fans effect/dual-channel/Stackelberg game/decision model
维普
万方数据